Radio Continues To Have Major Impact
According to the latest study by
Arbitron and Edison Media Research, AM/FM radio continues to have a
big impact on people's lives. Nearly one in five consumers say radio
impacts their lives, ranking second only to mobile phones (35
percent) as the audio platform/device that has the biggest impact on
the lives of its users.
Other key findings from Radio's
Digital Platforms 2007 study include:
Bill Rose, Senior VP Marketing at Arbitron, declared, �Broadcasters
should promote the vitality of over-the-air radio. On a weekly
basis, AM/FM radio is used by the overwhelming majority of
Americans, and it continues to have a big impact on the lives of
- Among all persons 12 and older who participated
in the study, the average time spent listening to AM/FM radio per day was 2
hours, 37 minutes.
- Those who use radio's newer digital platforms
(online radio, satellite radio or audio podcast) listen to AM/FM 2 hours, 45
minutes a day.
- 11% of the U.S. population (29 million) age 12
and older have listened to Internet radio in the past week.
- 16% of persons age 18-34 and 14% of persons
18-49 have done so.
- 30% of Americans age 12 and older own a portable
MP3 player, up from 22% in 2006 and 14% in 2005.
- 54% of those age 12-17 own a digital audio
- 70% of Americans age 12 and older do not own an
iPod/portable MP3 player, and 15% report the device has had no impact on radio
- 9% say they are listening less to over-the-air
radio due to time spent with their iPod/portable MP3 player.
- 26% said they had heard or read about HD Radio
in January 2007, compared to 14% a year earlier.
- Only 6% said they were �very� interested in HD
- Awareness of podcasting has jumped from 22% in
2006, to 37% in 2007.