• by Jack Loechner , Staff Writer @mp_research, April 23, 2007

AM/FM Radio Continues to Dominate Digital Audio Platforms

AM/FM Radio Continues to Dominate Digital Audio Platforms

According to the latest study by Arbitron and Edison Media Research, AM/FM radio continues to have a big impact on people's lives.  Nearly one in five consumers say radio impacts their lives, ranking second only to mobile phones (35 percent) as the audio platform/device that has the biggest impact on the lives of its users.

Other Key findings from The Infinite Dial 2007 study: Radio's Digital Platforms...

• Among all persons 12 and older who participated in the study, the average time spent listening to AM/FM radio per day was 2 hours, 37 minutes.
• Those who use radio's newer digital platforms (online radio, satellite radio or audio podcast) listen to AM/FM 2 hours, 45 minutes a day.
• Eleven percent of the U.S. population (29 million) age 12 and older have listened to Internet radio in the past week. 16 percent of persons age 18-34 and 14 percent of persons 18-49 have done so.
• Thirty percent of Americans age 12 and older own a portable MP3 player, from 22 percent in 2006 and 14 percent in 2005. 54 percent of those age 12-17 own a digital audio player.
• Seventy percent of Americans age 12 and older do not own an iPod/portable MP3 player, and 15 percent report the device has had no impact on radio listening.  Nine percent say they are listening less to over-the-air radio due to time spent with their iPod/portable MP3 player. 
• In January 2007, 26 percent said they had heard or read about HD Radio recently, compared to 14 percent in January 2006,  but only 6 percent said they were "very" interested in HD Radio
• Awareness of podcasting has jumped from 22 percent in 2006 to 37 percent in 2007.

Bill Rose, senior vice president, Marketing, Arbitron Inc., said "Broadcasters should promote the vitality of over-the-air radio. On a weekly basis, AM/FM radio is used by the overwhelming majority of Americans, and it continues to have a big impact on the lives of consumers."