Nielsen: Internet Radio Reaches Nearly 10% of All Adults Daily

A Nielsen analysis of a media use study conducted by the Council for Research Excellence found that that 90% of consumers listen to some form of audio media per day. Three quarters of that listening is to broadcast radio.

Unfortunately, the study decided to group broadcast and satellite radio listeners into one group and call them radio listeners, (to the benefit of that group), which I find a little misleading. Internet radio doesn’t have its own group, it ends up partly in “portable audio”, along with mp3s and ipods, and partly in “mobile phones.” So the groupings were definitely made in favor of broadcast radio and not in favor of Internet radio. That said, there’s some interesting stuff about Internet radio usage if you look beyond the groupings.

According to the report: “Audio streamed to a computer or laptop was highest among those with incomes above $100,000(16.3%), persons aged 35-54 (13.5%), and those with two or more children in the home (13.2%)….7% of all audio media exposure throughout the day was to streaming audio, [other than on mobile devices] with listening split relatively evenly between home (52.7%) and work (48.8%).”

Buried deep in the actual study I found this graph, which shows Internet radio’s reach on a daily basis to be 9.3% of all adults, and 11% if you add in the mobile audio stuff.

Nielsen CRE Media Usage Study

Source: Nielsen CRE Media Study

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