The Infinite Dial: 2011 – New Research Points the Way for Radio

We mentioned this research in a recent post, but now the full study has been released by Edison Research. They surveyed 2,020 people in January-February 2011 including Arbitron diary keepers, and at random digital dialing.

Some of the highpoints of this study include:

  • Smartphone ownership has doubled in the past year, and now 1 in 3 Americans own a smart phone which is up from 14% a year ago.
  • Facebook is the dominant player in the social media platform with 51% of Americans (over the age of 12) have a Facebook profile. This is up from 8% when the question was first asked in 2008. 17% use MySpace, 9% LinkedIn and only 8% have a Twitter account.
  • Daily time spent with TV, Radio and the Internet combined has increased by 20 percent in the last ten years, with self-reported daily usage now at 8 hours 11 minutes compared to 6 hours 50 minutes in 2001.
  • 93% of Americans listen to radio which is the second most consumed media behind television at 98%. Listening to radio on-line is up to 56%.
  • Among the 81% of American households with Internet access, two-thirds now have a Wi-Fi network installed.
  • 31% of all Americans have plugged an MP3 player such as an Apple iPod into their car stereo systems. More than 10% of all cell phone owners have listened to online radio streamed in their cars by connecting their phones to their car stereo system.This is further proof that you need an app for your radio station as more and more people will choose to listen to their favourite radio station while driving even if they are not within range of your transmitter.

“This study provides further evidence of radio’s continued resilience and relevance in today’s digital landscape,” said Arbitron’s Bill Rose.

“What’s fascinating about the Internet over the past ten years is the additive effect it has had upon the American media diet, which continues to expand,” said Tom Webster, Vice President of Strategy and Marketing, Edison Research. “Rather than crowding other forms of media off the plate, so to speak, digital media is being consumed simultaneously with offline media, and in venues and opportunities where media might not have been consumed previously.”

Since 1998, this notable research series has reported on and analyzed consumer use of the Internet, digital platforms and their impact on radio. This is the 19th in a series of studies and you can read the full report and download the presentation here, thanks to Edison Research and Arbitron