Last week Arbitron Inc. and Edison Research released their latest study “The Infinite Dial 2009.” This study showed that the usage rate of digital audio platforms, suck as online radio, iPods, podcasting, etc., has significantly increased since 2008. Interestingly enough, weekly online radio audience has grown to roughly 42 million Americans, up from 33 million in 2008.
Here are some findings from The Infinite Dial 2009 study:
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“The weekly online radio audience increased significantly in the past year to 17 percent of the U.S. population age 12 and older; up from 13 percent in 2008. On a weekly basis, online radio reaches 20 percent of 25-to-54 year-olds; up from 15 percent in 2008.”
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“Online radio listeners are more likely to be upscale, well-educated and employed full time; 54 percent of weekly online radio listeners are employed full-time (compared to 43 percent among persons 12 and older); 16 percent of weekly online radio listeners live in homes with an annual income greater than $100,000 (vs. 10 percent among persons 12 and older); 37 percent of weekly online radio listeners have a college degree or higher education level (vs. 29 percent among persons 12 and older).”
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“Weekly online video viewing among persons age 12 and older is up significantly in the past year, from 18 percent (approximately 46 million) in 2008 to 27 percent (approximately 69 million) in 2009.”
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“iPod/portable MP3 player ownership continues to grow dramatically. More than four in ten (42 percent) persons age 12 and older own an iPod or other brand of portable MP3 player; up from 37 percent in 2008 and three times the number in 2005 (14 percent). Nearly two-thirds (64 percent) of 18-to-24 year-olds own a digital audio player.”
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“While only 14 percent of persons age 12 and older say they are spending less time with over-the-air radio specifically due to time spent with iPods and other portable MP3 players, digital audio players have greater impact on radio among 12-to-24 year-olds. Thirty two percent of teens age 12-to-17 and persons 18-to-24 say they are spending less time with over-the-air radio specifically due to time spent with iPod/other portable MP3 players; this is nearly twice as many 18-to-24 year-olds who reported spending less time with over-the-air radio as 2008.”
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“Audio podcasting usage also continues to increase. Twenty-two percent of Americans age 12 and older have ever listened to an audio podcast; up from 18 percent in 2008. In 2009, 11 percent (estimated 27 million) reported having listened to an audio podcast in the past month (up from 9 percent, or an estimated 23 million, in 2008.)”
And in an interview with Arbitron’s Senior VP of Marketing, Bill Rose, he stated:
“The sharp growth in weekly usage of online radio in this year’s study provides compelling evidence that radio’s digital platforms may be reaching critical mass,” said Bill Rose, senior vice president of marketing, Arbitron Inc. “The growth of online radio is reinforced with what we are seeing in PPM. We are beginning to see encoded streams of AM/FM broadcasts with significant audience in local markets.”
