The percentage of Americans age 12 and older who have a profile on one or more social networking Web sites has reached 48% of the population in 2010, double the level from two years ago.
The new study reveals that consumer use of social networking sites is not just a youth phenomenon. Personal profile pages are maintained by:
The study also shows that 30% of Americans age 12 and older, who have a profile on at least one social networking Web site, use those sites "several times a day" compared with only 18% one year ago.
Bill Rose, Senior Vice President of Marketing, Arbitron Inc "The use of social networking sites has expanded beyond younger consumers, with substantial numbers of Americans over the age of 35 now using social media,"
Key Findings about Radio and Digital Platforms:
Nearly one in four Americans has listened to audio from an iPod or other MP3 player connected to a car stereo: Although consumers often have to deal with myriad adapters and other barriers to in-car listening, 54% of iPod/MP3 player owners have listened to their device in their car; this equates to 24% of all persons age 12 and older having listened to an iPodTM, iPhoneTM or other MP3 player while connected to a car stereo.
Three in ten 12 to 24s are "very interested" in online radio in the car and on mobile devices: Among those age 12 to 24, 30% are "very interested" in listening to online radio in-car, while 28% are "very interested" in listening to online radio on mobile devices.
Consumers say radio station Web sites are improved but TV and print sites are leading the local battle: Nearly half of people age 12 and older give credit to radio for improvements in their Web sites. 48% say that radio station Web sites have gotten more interesting compared to 17% believing them to be worse or less interesting. However, monthly visitation to radio station Web sites (16%) among persons 12+ lags visitation to local TV and local newspaper Web sites.
Main Reason Listeners Choose Internet Radio
% of Respondents
To control or choose the music being played
More music variety
To listen to audio you cannot get elsewhere
To get a clearer signal than over-the-air radio
Less DJ chatter
Because it's new
Source: Arbitron and Edison Research, April 2010
"Americans continue to hold radio in high regard, with nearly eight in ten saying they plan to listen to as much AM/FM radio in the future as they do now - despite advances of technology" said Arbitron's Bill Rose.
For the first time, more Americans say the Internet is "most essential" to their lives when given a choice along with television, radio, and newspapers;
While television still leads among those over the age of 45, Internet dominates among younger persons age 12 to 44.
% of Respondents Who Have Listened to Online Radio/Watched Online Video in Past Week (Base: Total Population 12+)
Source: Arbitron/EdisonResearch, April 2010
62% of homes with Internet access have wireless network set-ups in their homes, more easily enabling the consumption of digital media in any room of their home.
45% of mobile phone owners age 12 and older text multiple times a day. Other segments texting several times a day:
Growth of residential broadband has leveled off, with 84% of homes with Internet access having broadband connections. The slower growth of residential broadband is associated with little year over year change in weekly usage of online radio (17%) and online video (29%). The study suggests that expanded use of use of mobile devices and in-car Internet may spark the next wave of growth.