Social Media and Mobile Digital Radio Stats

Apr 11, 2010 by Dan Taylor    1 Comment     Posted under: Social Media

Arbitron Inc. and Edison Research, have recently published the results of their The Infinite Dial 2010: Digital Platforms and the Future of Radio report, revealing a number of useful statistics in regards to today’s digital lifestyle. The survey includes data not only on MP3 and iPod usage and interest in digital radio, but also consumers’ relationship with traditional television media, as well as valuable social media usage.

Arbitron/Edison Research’s survey found that almost half (48 percent) of Americans aged 12 and older have a profile on one or more social networking platforms. The number effectively doubles the number from two years ago, where 24 percent had responded with the same information.

78 percent of teens and 77 percent of 18 – 24 year olds have a personal profile page, but that’s not to say that the older demographic isn’t in on the fun as well. Almost two-thirds (65 percent) of 25 – 34’s have a profile page, and the 35 – 44’s indicated that more than half (51 percent) are ‘in’ social networking (profile page included).

“The use of social networking sites has expanded beyond younger consumers, with substantial numbers of Americans over the age of 35 now using social media,” said Bill Rose, Senior Vice President of Marketing, Arbitron Inc.

Mobile Digital Radio

The study found that nearly 25 percent of all Americans had listened to audio from an iPod or other MP3 device connected to the car stereo. Even though users must overcome a sometimes confusing myriad of adaptors and cables to route their audio through a car system, 54 percent of iPod/MP3 player owners have listened to their device in the car. The number equates to 24 percent of all those surveyed age 12 or older.

“Younger consumers show interest in radio on mobile phones,” said Tom Webster from Edison Research. “More than four in ten mobile phone owners age 12 to 24 say they would listen more to FM radio if a tuner were built into those phones.”

And while users are listening behind the wheel, on the Advertising front, survey respondents indicated that local TV and Newspaper websites are their go-to’s, and not the radio station website, which currently garners only 16 percent of their listening audience. Nearly half of those aged 12 and older admit that radio station websites have improved over the past few years, while 17 percent said that these sites have become worse or less interesting.

The survey, which included 1,753 people, found that most Americans between the ages of 12 – 44 now consider the Internet “most essential” in their lives when asked to choose just one information/entertainment media. 42 percent responded with “Internet”, and 37 with “Television”. Radio saw 14 percent, print media, 5 percent.

62 percent of homes with internet access also have wireless networks set up in their homes. The survey also found that 84 percent of homes with internet access have a broadband connection. Arbitron and Edison Research believe that the residential broadband adoption has leveled off, with little change year over year in weekly usage of online radio (17 percent) and online video (29 percent). They believe that the next wave of growth is likely to spark from use of mobile and in-car internet devices.