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Pandora Loved by Many. They Are Coming For Your Car

by Ed Ryan

The 19th Infinite Dial Study, a collaboration between Arbitron and Edison Research was released yesterday and one of the highlights from the research had to do with Pandora. The research claims that "one in ten Americans report listening to Pandora Internet Radio in the week before they were surveyed." That's some good news to go along with the "unknown" news Pandora received when hit with a subpoena recently.  

Another piece of significant information is how respondents of the survey are listening to radio. "Usage of online radio is up, with weekly usage of all forms of online radio having doubled in the last five years; self-reported weekly time spent with online radio is now nearly 10 hours. However, listening to radio on a cell phone sill lags a bit. About "one-tenth of all cell phone owners have listened to online radio streamed in their cars by connecting their phones to their car stereo system."

That's where the real battle is going to be, in the car. Newer cars these days are coming equipped with audio computers. In addition to your regular AM and FM stations you typically get a free trial to SiriusXM and soon services like Pandora will be available in the car. Not to mention these audio systems can wirelessly detect your phone and simple and easy-to-hide connections allow you to listen to your iPhone. Radio once owned the car. That may not be true in the near future. As the saying goes, content is king. What are you doing to keep your listeners engaged?

A lot of the other research included information many of you already knew. Facebook is popular, people use computers..in some cases they own more than one, Wi-Fi useage is increasing and some people plug their iPods or MP3 players into their stereo system. A total of 2,020 persons were interviewed to investigate Americans’ use of digital platforms and new media.  From January 4 to February 2, 2011, telephone interviews were conducted with respondents age 12 and older chosen at random from a national sample of Arbitron’s Fall 2010 survey diarykeepers and through random digit dialing (RDD) sampling in  geographic areas where Arbitron diarykeepers were not available for the survey.  Diarykeepers represent 46% of the completed interviews and RDD sampled respondents represent 54% of the completed interviews.  The study includes a total of 480 cell phone interviews. The study can be downloaded free at www.arbitron.com and www.edisonresearch.com.



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