Workplace radio listening is going online very fast, say Arbitron and
Edison.
The portion who listen most often via a regular radio has declined from 88%
to 80%
"among college graduates, 30% say they listen most often to radio stations
over the Internet."
Hammer of Doom, if you didn't see it coming: "After all, on the Internet,
the competition is not just the other stations in town. The possibilities
are essentially infinite."
Ipods sales are crazy. And now the swing from Am/Fm to the internet is
noticeable.
And hd sales are where? ... nowhere
The latest Internet & Multimedia study, conducted among people who are
employed fulltime or parttime and who listen at work, shows a clear
up-and-down trend. Arbitron says “the portion of people who listen most
often to radio stations through a computer over the Internet has grown from
12% to 20% in one year’s time.” Want to bet what’s happening to that old
GE/Motorola portable with the antenna taped to the wall near the plants?
“The portion who listen most often via a regular radio has declined from 88%
to 80%.” That’s a real swing in just 12 months. And Arbitron says when you
control for education, “among college graduates, 30% say they listen most
often to radio stations over the Internet.” That’s contrasted to a figure of
12% for non-college grads. Edison’s Larry Rosin says “the findings suggest
that broadcasters need to think about the quality of their streams, and
promote the ability to listen to radio online.” And here’s the Hammer of
Doom, if you didn’t see it coming: “After all, on the Internet, the
competition is not just the other stations in town. The possibilities are
essentially infinite.” More (including some colorful pie charts) at
www.Arbitron.com and www.EdisonResearch.com