The weekly audience coming from all forms of online radio is currently at an estimated 76 million Americans age 12 and older, reaching 29 percent of the population and representing a growth of more than 30 percent from one last year according to the new national survey from Arbitron Inc. ARB -0.69% and Edison Research, The Infinite Dial 2012: Navigating Digital Platforms.
The study, released today, is the 20th in the series of studies dating back to 1998. Among the many other findings:
Forty-four percent coming from all Americans age 12 well as over own a smartphone, representing 1 / 2 of all cell phone owners
Six in ten (61 percent) own a portable digital media device such as a smartphone, portable MP3 player or tablet; Forty percent own an Apple device (iPod/iPhone/iPad)
Americans age 45 and older represent the biggest percentage increase in social media usage previously year, now up to 38 percent (from 31 percent next year)
Seventeen percent of all cell phone owners have listened to online radio streamed of their cars by connecting their phones on their car stereo system; this is an increase of greater than 50% in the past year when only 11 percent had ever done so
Fifteen percent are registered users of daily deals services such as Groupon and LivingSocial
"We've been tracking using online radio in this series since 1998, this also year's increase in weekly usage could be the largest year-over-year jump we've ever recorded. The increased demand for online audio content, and also the ever-expanding variety of that content, shows that online radio continues to be a resilient, adaptive media for your changing needs of today's consumer," said Bill Rose, Senior Vice President of Marketing, Arbitron Inc.
"The jump in weekly online radio usage is remarkable, however , a trailing variable on the rise in smartphone penetration, which has enabled much of that growth," said Tom Webster, Vice President of Strategy and Marketing, Edison Research. "The increasing ubiquity in the mobile web is profoundly altering the amount, nature and context of media consumption in the united states."
This study, as well as previous studies, could be downloaded free of charge via the Arbitron and Edison Research Sites at www.arbitron.com and www.edisonresearch.com .
How a study was conductedA total of 2,020 persons were interviewed to research Americans' use of digital platforms and new media. From January 20 to February 19, 2012, telephone interviews were conducted with respondents age 12 and older chosen randomly from a national sample of Arbitron's Fall 2011 survey diarykeepers and through random digit dialing (RDD) sampling in geographic places that Arbitron diarykeepers were not available for the survey. Diarykeepers represent 45% of the completed interviews and RDD sampled respondents represent 55% with the completed interviews. The study carries a total of 500 cellular phone interviews.
About ArbitronArbitron Inc. ARB -0.69% can be a media and marketing information services firm primarily serving radio, television, cable, advertising agencies, advertisers, retailers, out-of-home media, and internet-based media. Arbitron's core businesses are measuring and estimating network and local market radio audiences across the United States; providing application software used by analyzing our media audience and marketing information data; and providing consumer, shopping, along with other media usage information services. The business has developed the Portable People Meter(TM), a whole new technology for media and marketing research.
About Edison Research Edison Research conducts survey research and offers strategic information to stereo, television stations, newspapers, cable networks, record labels, Internet companies and also other media organizations. Edison Research is also the sole provider of election exit poll data for that six major news organizations: ABC, CBS, CNN, Fox, NBC as well as the Associated Press. Edison Research works together with many of the largest American radio ownership groups, including Entercom, Clear Channel, CBS Radio, Bonneville, Dial Global and Hubbard; and also conducts strategic and opinion research to get a broad array of companies including Time Warner, Google, Yahoo!, Sony Music, the Voice of America, See Saw Networks and Zenithmedia. Edison Research has an eighteen year history of thought-leadership in media research, and has provided services to successful media properties in Latin america, Africa, Asia, Canada and Europe.
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