Negli USA sono in crescita gli ascoltatori medi che si sintonizzano sulle Web radio: 33 milioni di individui sopra i 12 anni contro i 29 milioni dello scorso anno. Forte la loro propensione a frequentare i siti di social networking come MySpace.
Online Radio Reaches 33 Million Americans Per Week
The annual Infinite Dial 2008: Radio’s Digital Platforms put out by Arbitron (NYSE: ARB) and Edison Media Research, estimates that 33 million Americans age 12 or older listen to a radio station over the Internet during an average week – up from 29 million listeners one year ago. There is also a strong connection between online radio listening and social networking sites according to the study.
The complete study, which will be released in April 2008 and available at www.edisonresearch.com also found that:
* Thirteen percent of Americans age 12 or older (an estimated 33 million people) listened to online radio in the past week; an increase of two percentage points from January 2007
* While nearly one-quarter (24 percent) of all Americans age 12 or older have a profile on a social networking Web site such as MySpace, Facebook or Linked-In, nearly two-thirds (63 percent) of online radio listeners have a profile on sites such as these
* One-third of online radio listeners with a social network profile visit their social networking site nearly every day or several times per day
* The top social networking Web sites among online radio listeners are MySpace and the business professional networking service Linked-In. Twenty-eight percent of online radio listeners have a MySpace page, while nearly one-quarter (24 percent) have a profile on Linked-In.
“Social networking is clearly not about creating exclusive, self-enclosed communities,” said Diane Williams, senior analyst, custom research for Arbitron. “We found that online radio listeners are more than one and half times more likely to have a profile on a social networking site as compared to average Americans and that they tend to be power-users with one-third of online radio listeners logging on to their social networking site nearly every day or even multiple times per day.”
In addition to studying the correlation between social networkers and their online radio usage, the Infinite Dial 2008 report will detail the latest data on the general online radio listening universe and will explore how consumers interact and explore radio and all of its digital platforms.
Arbitron will host a Webinar in April to release the finding of the study. Details for this event will be released later in March.
