The Detroit News is reporting market research firm Harris,
on behalf of Stitcher, an on-demand Internet radio service, surveyed 2,066 U.S. adults
last month, and found that most adults are choosing on-demand media sources
such as Pandora and TuneIn over terrestrial radio options, citing the ability
to avoid commercial advertisements as a heavy influence.
"We're relying on our smartphones and mobile technology
now more than ever," said Noah Shanok, CEO of Stitcher, in a statement.
"We're a nation on the go, and we want access to our favorite radio shows
and music at a time that's convenient for us. With the latest advancements in
streaming technology, apps like Stitcher put entertainment right at your
fingertips."
The survey found that students may be leading the shift to
on demand and streaming media. More than 71 percent of U.S. adults who
are students predict Americans will be primarily listening to streaming radio
over AM/FM radio within five years.
Those ages 18 to 34 are twice as likely as those ages 35 to
54 to listen to music via on-demand sources, the Harris poll showed.
Ed Cohen vice president of measurement innovation at
marketing research firm Arbitron Inc., in an interview with The Detroit News
last month, said that 90 percent of adults ages 25 to 54 listen to the radio
weekly, and it's still the top choice among drivers for in-car entertainment.
Radio stations have moved quickly to offer online and
smartphone streams of their terrestrial content.
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Tom's Take: Doubt this one..those questioned were on-demand streaming radio listeners. Some probably wishing traditional radio was dead.
Tom's Take: Doubt this one..those questioned were on-demand streaming radio listeners. Some probably wishing traditional radio was dead.
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