Survey: 'Net Radio Grows, But Terrestrial Radio Holds Steady
CHARLESTON, SC -- April 9, 2009: A new survey from American Media Services finds that the popularity of Internet-only radio is growing, with 27 percent of Americans saying they've listened to 'Net-only radio from a website. The figure is higher for 18-24s -- 47 percent -- and for those under 50, at 34 percent.
But, says AMS, regular radio is maintaining its audience. Seventy-three percent of those surveyed said they are listening to radio about the same amount or more than than they did five years ago.
"Our latest survey shows the continued vibrancy of radio," says AMS Chairman Edward Seeger. "Online radio is an increasingly important medium. Regular radio is holding its own. The two media offer choices that are compatiblend complementary of each other."
The survey also found that more than half of American homes have WiFi, up from 37 percent in the September 2008 survey to 48 percent in the latest study. And Americans want to take the 'Net on the road, with 46 percent saying they'd like to have Internet service in their cars, up from 37 percent in September '08.
Among those who have listened to Internet radio, 46 percent expect to be able to listen to it in their cars in the future, and 74 percent say they would listen to 'Net-only radio more if their vehicles had an Internet hookup. And even those who have never listened to Internet-only radio like the idea of hearing it in the car: Forty-eight percent said they would be prompted to listen if they had an Internet connection in their vehicles.
Most of those surveyed, unsurprisingly, like their Internet-only radio free. But 23 percent said they would be willing to pay $8 or less a month for commercial-free listening.
The poll of 1,005 adults was conducted for AMS by Omnitel over the weekend of March 27-29, and is accurate to within plus or minus 3 percentage points.
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