The weekly audience of most forms of online radio is 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. (NYSE: ARB) and Edison Research, The Infinite Dial 2012: Navigating Digital Platforms.
The analysis, released today, is the 20th in a very series of studies dating back to 1998. Among the numerous other findings:
Forty-four percent of all Americans age 12 well as over own a smartphone, representing half all cell phone owners
Six in ten (61 percent) own a transportable digital media device say for example a smartphone, portable MP3 player or tablet; Forty percent own an Apple device (iPod/iPhone/iPad)
Americans age 45 and older represent the largest percentage increase in social media usage during the past year, now up to 38 percent (from 31 percent next year)
Seventeen percent of all cell phone owners have heard online radio streamed in their cars by connecting their phones with their car stereo system; this is an increase greater than 50% in the past year when only 11 percent had ever complied
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, which year’s increase in weekly usage is 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 Second in command of Marketing, Arbitron Inc.
“The jump in weekly online radio usage is remarkable, yet , a trailing variable to the rise in smartphone penetration, that 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 number, nature and context of media consumption in the united states.”
This study, as well as previous studies, could possibly be downloaded free of charge via the Arbitron and Edison Research Sites at www.arbitron.com and www.edisonresearch.com.
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What sort of study was conducted
An overall 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 arbitrarily from a national sample of Arbitron’s Fall 2011 survey diarykeepers and through random digit dialing (RDD) sampling in geographic areas where Arbitron diarykeepers were not available for the survey. Diarykeepers represent 45% in the completed interviews and RDD sampled respondents represent 55% in the completed interviews. The study includes a total of 500 cellular phone interviews.
About Arbitron
Arbitron Inc. (NYSE: ARB) is 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 over the United States; providing application software used by analyzing our media audience and marketing information data; and providing consumer, shopping, as well as other media usage information services. The business has developed the Portable People MeterT, a fresh technology for media and marketing research.
About Edison Research
Edison Research conducts survey research and gives strategic information to stereo, television stations, newspapers, cable networks, record labels, Internet companies and other media organizations. Edison Principals 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 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 Reports have an eighteen year good 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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