Edison Research: Internet Radio Listened To By Most Online Americans
September 25, 2013
Leading Internet radio companies Pandora, Spotify, and TuneIn have united to collaborate on a definitive study of Internet radio consumption in the United States. The three companies – known as The Streaming Audio Task Force – engaged Edison Research to survey over 3,000 online respondents ages 12+ to ascertain their media usage and habits. Now the results are in, and Edison says that Internet radio is used by the majority of online Americans (53 percent). In addition, the total time spent with audio is expanding as people are enjoying more audio from more devices in more places.
Other findings of the study show that Internet radio is the third most popular way that people discover new music, ahead of Amazon, YouTube, Social Media and other sources. Sixty-three percent of Internet radio listeners own a smartphone, and 83 percent of smartphone owners listen to some kind of Internet radio on their mobile devices. Additionally, 32 percent of Internet radio listeners indicated that they are listening to "a lot" more of the medium than they were one year ago, and 26 percent say their listening is mostly "new time," meaning time not previously filled with audio of any kind.
The study, entitled The New Mainstream: 2013, was originally presented at Advertising Week in New York City on September 24, where Edison President Larry Rosin unveiled the results and moderated a panel of executives from all three Streaming Audio Task Force participants.
"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 10 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."