The study, based on January telephone interviews with 1,855 participants, found that 10 percent of consumers watched video-on-demand via cable or satellite in the prior 30 days; 11 percent accessed news online; and 37 million consumers listened to Web radio.

"The study shows that consumers, while still using traditional media, have great enthusiasm and passion for on-demand media," Bill Rose, senior vice president-marketing and U.S. media services at Arbitron, said in a statement.

Additionally, Arbitron and Edison determined that 27 percent of 12- to-17-year-olds own an iPod or other portable MP3 player; an estimated 43 million Americans choose to record TV programming to watch at a different time, either with a VCR or TiVo/DVR; 76 percent of consumers own at least one DVD; and 39 percent own 20 or more DVDs in their personal collection.

The study also found that awareness of XM Satellite Radio has tripled since 2002, from 17 to 50 percent, while awareness of Sirius Satellite Radio has risen from 8 to 54 percent.