A US study, conducted by Edison Research, has found that 53% of online Americans listen to internet radio.
The study is funded by internet music streaming companies and has a wide definition of what it considers ‘internet radio.’
The Streaming Audio Task Force, comprising Pandora, Spotify and TuneIn, engaged Edison Research to survey over 3,000 online respondents aged 12+ to ascertain their media usage and habits.
The results showed that internet radio is used by 53% of Americans. Total time spent with audio is also increasing.
The study, entitled The New Mainstream: 2013, was presented this week at an event during Advertising Week in New York. It’s purpose was to encourage advertisers to put more money into internet streaming services.
Other principal findings of the study include:
• 63% of Internet radio listeners own a smartphone–and 83% of smartphone owners listen to some kind of Internet radio on their mobile devices.
• 32% of Internet radio listeners indicated that they are listening to “a lot” more of the medium than they were one year ago
• 26% of Internet Radio users tell us that their listening is mostly ‘new time’ – time not previously filled with audio of any kind
“The data shows that Internet radio is not only a mainstream activity for the majority of online Americans, it’s also essentially expanding the pie for audio media,” said Edison’s Larry Rosin.
“The advent of mobile listening, and the proliferation of choices for the types of Internet audio have transformed the medium from niche activity to major media channel in under ten years. As such, advertisers should be putting more money into the audio category – because people are filling more of their days with more and more audio.”
Details of the research can be viewed below (click to enlarge)
