• by Mark Walsh , April 24, 2007

Here’s music to advertisers’ ears: Over three-quarters of consumers of audio content via cell phone or other mobile device prefer free, ad-supported audio to subscription or fee-based services.

That’s according to a study by Arbitron and Telephia that found opportunities both in sponsored downloads and ad insertion into streaming radio play.

Mobile audio consumers are a desirable and engaged audience, with 71 percent of listeners ages 25-44, and over-represented in both the male and ethnic demos, according to the study. Most are also avid consumers of other media, multitasking for 17.5 hours a day. TV was the one exception: Only 2:33 hours a day, compared to 2:17 for the general population.

The advice to marketers: Persuade non-users of mobile audio’s benefits, and craft strategies to reach early adopters of mobile audio. Radio broadcasters should strike deals with carriers to deliver audio content to more mobile subscribers.