New Study from Edison Research Shows that Internet Radio Now Listened to by Majority of Online Americans
Somerville, NJ – September 24, 2013 – A consortium of leading Internet radio companies has united for the first time to collaborate on a definitive study of Internet radio consumption in the United States. The Streaming Audio Task Force, comprising Pandora, Spotify and TuneIn, engaged Edison Research to survey over 3,000 online respondents ages 12+ to ascertain their media usage and habits, and the results indicated that for the first time in history, Internet radio is used by the majority of online Americans (53%). In addition, the total time spent with audio is clearly expanding as people are now enjoying more audio from more devices in more places.
The study, entitled The New Mainstream: 2013, was originally presented at a special event collocated with Advertising Week in New York City on September 24th, where Edison’s President, Larry Rosin, unveiled the results of the study and moderated a panel of executives from all three Streaming Audio Task Force participants.
Other principal findings of the study included the following:
• Internet radio is the third most popular way that people discover new music, ahead of Amazon, YouTube, Social Media and other sources.
• 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 clearly 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,” noted 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. We are enormously proud of this study and what it means for advertisers and audio providers all over the world.”
The study can be viewed below. Interested parties can contact Larry Rosin or Tom Webster from Edison at (908) 707-4707.
About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby, Google, MTV, Samsung, Siemens, Time Warner, Yahoo!, The Voice of America and Zenithmedia. Edison Research works with many of the largest American radio ownership groups, including Entercom, Clear Channel, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the six major news organizations: ABC, CBS, CNN, Fox, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.