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Study: Radio Holding Up Against New Media
A new study from Arbitron and Edison Media Research finds that while the popularity of Internet and satellite radio, consumers aren't cutting back on time spent listening to terrestrial radio. Called The Infinite Dial: Radio's Digital Platforms, the study found that Daily TSL for AM and FM radio Daily is 2 hours 45 minutes, compared to about 2 hours 48 minutes for those who are regular listeners to digital audio services like Internet radio, satellite radio, or podcasts.
Drilling down among the newer media, the monthly audience for Internet radio among listeners age 12+ has grown from an estimated 37 million last year to 52 million today, with 12% saying they've listened to Internet audio in the past week. The medium reaches about 19% of persons aged 18-34, and 15% of the 25-54 age group. For satellite radio, awareness of the service has reached 61% among those age 12+, with about 20% saying they're "very" or "somewhat" likely to subscribe to one of the two providers within the next 12 months. Meanwhile, 11% of respondents reported ever listening to a podcast.
However, none of this seems to be having a tremendous negative impact on radio, and seventy-seven percent of Americans say they expect to listen to AM and FM radio as much as they do now despite the competition from new technologies.
Edison Media Research President Larry Rosin said, "Our research shows that regardless of the platform consumers see all these options as merely being new forms of 'radio.' This report provides crucial measurement on the development of radio as it is consumed in new and
different ways."
When it comes to HD Radio, over one third of respondents said they're "very" or "somewhat" interested in the burgeoning service. Also, over 40 percent of satellite radio subscribers say they're interested in HD Radio. More than one-third of respondents who were interested in HD Radio said they would be likely purchase a receiver at a $100 price point, while 58 percent were interested in the $50 range.
The study was compiled from the results of telephone surveys conducted between January 13 - February 12, 2006. 1,925 people were interviewed. The study can be downloaded for free at www.arbitron.com and www.edisonresearch.com.
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