Survey: Radio Leads In-Car Listening
December 3, 2009: Nielsen's survey on "How U.S. Adults Use Radio and Other Forms of Audio" finds that American adults spend an average of 94 minutes a day in the car, and broadcast radio fills up 74 percent of the time they spend listening as they drive. CDs and tapes are a distant second, at 16 percent, with satellite radio at 6 percent ant iPods and other MP3 players at 4 percent.
The same survey found that travel and commuting are the most common activity people are engaged in while listening to the radio, at 44 percent. Seventeen percent of adults' total radio minutes are spent at work; 8 percent while doing chores and housework, 5 percent apiece for shopping, eating meals, and meeting "personal needs"; 2 percent while spending time on exercise, sports, and hobbies; and 2 percent while "socializing."
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(12/7/2009 9:24:09 AM) For me it's a trade off. Commercial radio annoys me with it's crass, blaring ads, and pathetic musical choices whereas my sat radio annoys me by dropping the signal constantly (not just underpasses, parking garages and tall buildings, but randomly as I drive along). Without NPR, I would be lost. |
| - Jonathan |
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(12/7/2009 9:16:18 AM) I guess I'm part of the 6%. During the day, the only thing I'll listen to is sat radio. During a commute (not so important for a freelancer), the only thing I'd listen to is NPR, and that's on sat radio anyway. Commercial breaks that are 5-6 mins long or longer is enough to chase me away every time. |
| - Dave Pool |
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(12/4/2009 10:35:15 AM) And you thought this was a dying industry. |
| - Duke |
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