This study, originally delivered as a webcast on April 8th, 2010, is derived from the 18th Edison Research/Arbitron Internet and Multimedia Study, and represents an overview of American media and technology usage and habits. A complete PDF file of the principal findings can be downloaded here.
Replay the complete webcast below:
Key Findings about Radio and Digital Platforms:
Nearly one in four Americans has listened to audio from an iPod or other MP3 player connected to a car stereo: Although consumers often have to deal with myriad adapters and other barriers to in-car listening, 54 percent of iPod/MP3 player owners have listened to their device in their car; this equates to 24 percent of all persons age 12 and older having listened to an iPod, iPhone or other MP3 player while connected to a car stereo.
Three in ten 12 to 24s are “very interested” in online radio in the car and on mobile devices: Among those age 12 to 24, 30 percent are “very interested” in listening to online radio in-car, while 28 percent are “very interested” in listening to online radio on mobile devices.
Consumers say radio station Web sites are improved but TV and print sites are leading the local battle: Nearly half of people age 12 and older give credit to radio for improvements in their Web sites. Forty- eight percent say that radio station Web sites have gotten more interesting compared to 17 percent believing them to be worse or less interesting. However, monthly visitation to radio station Web sites (16 percent) among persons 12+ lags visitation to local TV and local newspaper Web sites.
Other key findings:
The Internet passes TV as most essential medium in Americans’ lives: For the first time, more Americans say the Internet is “most essential” to their lives when given a choice along with television, radio, and newspapers; 42 percent chose the Internet as “most essential,” with 37 percent selecting television, 14 percent choosing radio, and 5 percent said newspapers. While television still leads among those over the age of 45, Internet dominates among younger persons age 12 to 44.
More than six in ten households with Internet access have a Wi-Fi network at home: Sixty-two percent of homes with Internet access have wireless network set-ups in their homes, more easily enabling the consumption of digital media in any room of their home, as more and more devices feature built-in Wi-Fi such as the new Apple iPad.
Texting has become a daily activity for nearly half of all mobile phone owners: Nearly half of mobile phone owners (45 percent) age 12 and older text multiple times a day. Three quarters of teens (75 percent) and persons age 18 to 24 (76 percent) text multiple times a day compared with nearly two thirds (63 percent) of 25 to 34s; and four in ten (42 percent) 35 to 44s and 45 to 54s (37 percent).
Broadband access has leveled and growth has stabilized for some digital platforms: Growth of residential broadband has leveled off, with 84 percent of homes with Internet access having broadband connections. The slower growth of residential broadband is associated with little year over year change in weekly usage of online radio (17 percent) and online video (29 percent). The study suggests that expanded use of use of mobile devices and in-car Internet may spark the next wave of growth.
How the study was conducted
A total of 1,753 people were interviewed to investigate Americans’ use of digital platforms and new media. From January 25 to February 22, 2010, telephone interviews were conducted with respondents age 12 and older chosen at random from a national sample of Arbitron’s Fall 2009 survey diarykeepers and through random digit dialing (RDD) sampling in certain geographic areas where Arbitron diarykeepers were not available for the survey. Diarykeepers represent 51% of the completed interviews and RDD sampled respondents represent 49% of the completed interviews. The study includes a total of 371 cell phone interviews.