The weekly audience of most forms of online radio has become at an estimated 76 million Americans age 12 and older, reaching 29 percent in the population and representing an increase of more than 30 percent from one year ago according to the new national survey from Arbitron Inc. (NYSE: ARB) and Edison Research, The Infinite Dial 2012: Navigating Digital Platforms.
The analysis, released today, is the 20th inside a series of studies dating back to 1998. Among the countless other findings:
Forty-four percent of Americans age 12 as well as over own a smartphone, representing half of all cell phone owners
Six in ten (61 percent) own a moveable digital media device say for example a smartphone, portable MP3 player or tablet; 40 % own an Apple device (iPod/iPhone/iPad)
Americans age 45 and older represent the most important percentage increase in social media usage during the past year, now up to 38 percent (from 31 percent this year)
Seventeen percent of all cell phone owners have followed online radio streamed in their cars by connecting their phones for their car stereo system; this is an increase in excess of 50% in the past year when only 11 percent had ever done this
Fifteen percent are registered users of daily deals services including Groupon and LivingSocial
"We've been tracking the application of online radio in this series since 1998, this also year's increase in weekly usage may be the largest year-over-year jump we've ever recorded. The elevated demand for online audio content, and also the ever-expanding variety of that content, demonstrates 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, Second in command of Strategy and Marketing, Edison Research. "The increasing ubiquity from the mobile web is profoundly altering the amount, nature and context of media consumption in the us."
This study, as well as previous studies, may be downloaded free of charge via the Arbitron and Edison Research Web sites at www.arbitron.com and www.edisonresearch.com.
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How the study was conducted
An overall of 2,020 persons were interviewed to analyze 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 aimlessly from a national sample of Arbitron's Fall 2011 survey diarykeepers and through random digit dialing (RDD) sampling in geographic locations where Arbitron diarykeepers were not available for the survey. Diarykeepers represent 45% with the completed interviews and RDD sampled respondents represent 55% in the completed interviews. The study includes a total of 500 cell phone interviews.
About Arbitron
Arbitron Inc. (NYSE: ARB) is often a media and marketing information services firm primarily serving radio, television, cable, advertising agencies, advertisers, retailers, out-of-home media, an internet-based media. Arbitron's core businesses are measuring and estimating network and native market radio audiences throughout the United States; providing application software used for analyzing our media audience and marketing information data; and providing consumer, shopping, and also other media usage information services. The corporation has developed the Portable People MeterT, a brand new technology for media and marketing research.
About Edison Research
Edison Research conducts survey research and gives strategic information to the air, television stations, newspapers, cable networks, record labels, Internet companies and other media organizations. Edison Scientific studies are also the sole provider of election exit poll data to the six major news organizations: ABC, CBS, CNN, Fox, NBC and the Associated Press. Edison Research in concert with many of the largest American radio ownership groups, including Entercom, Clear Channel, CBS Radio, Bonneville, Dial Global and Hubbard; and in addition conducts strategic and opinion research for a broad array of companies including Time Warner, Google, Yahoo!, Sony Music, the Voice of America, See Saw Networks and Zenithmedia. Edison Researchers have an eighteen year reputation thought-leadership in media research, and has provided services to successful media properties in South America, Africa, Asia, Canada and Europe.
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