The trend shows that there is not necessarily a preference of Internet Radio over broadcast, but that people are choosing to listen during a particular time and place, at their own convenience.
The study also shows that Internet Radio outpaces broadcast throughout most of the day when people are at work. The only exception to this is the 6 a.m. to 10 a.m. drive time. But as connectivity to digital audio increases in cars, Internet Radio could soon have the advantage there.
Internet Radio listeners are also more engaged with social media than they were last year, although it is not yet clear just how social media will affect listeners in the future.
Most listeners are usually engaged in emailing or some other form of social media while listening, and 60 percent are engaged in social networking while listening. Meanwhile, 39 percent are chatting with friends, and 28 percent post the song or radio website to social networking sites (#nowlistening).
Another interesting behavior the study discovered was the affect listeners’ friends’ music choices had on their own listening decisions. The study found that 32 percent of listeners like to see what their friends are listening to on other social media sites and 23 percent will choose a station based on what their friends are listening to.
About 80 percent of those listening online listen for three or more hours per day.
Interestingly, the study showed bit of a gap between genders, as 54 percent of listeners are male and 46 percent female. As Internet radio websites like Spotify continue to grow in popularity the number of Americans and young Americans in particular listening to Internet radio is likely to increase.
Do you listen to Internet Radio? Tell us about your favorite Internet Radio sites and channels in the comments section.
