• March 29, 2010

According to the new Infinite Dial 2010 national survey from Arbitron Inc. and Edison Research, 44 percent of all Americans ages 12 and older own an iPod or MP3 player. Among that group, 54 percent have connected their players for listening in the car. "Nearly one in four Americans over age 12 say they have listened to their digital music players by connecting it to their car stereo," said Bill Rose, senior vice president of marketing at Arbitron.

> "The car is clearly a crucial battleground for people's attention," added Larry Rosin, Edison Research president, "and our study shows that most of those who do listen in this fashion do so more than once a week."

These findings come from a national survey of 1,753 persons ages 12 and over, and this is the 18th in a series of studies Arbitron and Edison have conducted since 1998 on topics related to the Internet and New Media.