One in Four Have Listened to an iPod or Other MP3 Player While Connected to a Car Stereo

New insights from forthcoming Arbitron/Edison Infinite Dial 2010 debuting April 8th

Twenty four percent of persons over age 12 have ever listened to an iPod, iPhone or other MP3 player while connected to a car stereo according to the new Infinite Dial 2010 national survey from Arbitron Inc. and Edison Research.

The new national study showed that 44 percent of all Americans ages 12 and older own an iPod or MP3 player. Among that group, 54 percent have connected their players for listening in the car. “Nearly one in four Americans over age 12 say they have listened to their digital music players by connecting it to their car stereo,” said Bill Rose, senior vice president of marketing at Arbitron. “The car is clearly a crucial battleground for people’s attention,” said Larry Rosin, Edison Research President, “and our study shows that most of those who do listen in this fashion do so more than once a week.”

These findings come from a national survey of 1,753 persons ages 12 and over. This is the 18th in a series of studies Arbitron and Edison have conducted since 1998 on topics relating to the Internet and New Media. The complete study, “The Infinite Dial 2010 – Digital Platforms and the Future of Radio,” will be presented in a webinar on April 8th at 2PM and interested parties can register here.

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