Bridge Ratings has released some updated research that pegs Internet radio’s US penetration at 30.2% on a monthly basis, up from 18.1% in 2008. That number is projected by this study to grow to 52.2% by 2012.
In a second newly released report, consumers of HD radio, MP3 Players and Satellite radio showed decreases in the category of “Intent to Listen More”, while Internet radio saw the greatest increase in “Intent to Listen”. But that listening is not coming at the expense of AM/FM listening according to the study, which shows that 5% more people are stating that they intend to listen to AM/FM stations than two years ago.
Internet radio also scored high marks with panelists who were asked to indicate a preference for a primary daily device, with 22% picking Internet radio, up from 17% two years ago. The only device that scored higher was mobile phones (28%).