Survey: Mobile Radio Listening Up Across Board

"...radio has a huge amount of growth potential, provided it gets deeper into the online world."

From audiographics.com

While it's only a small portion of what Audio Graphics has been doing online since its debut in 1997, our internet radio listener surveys have become a standard for delivering information not found anywhere else.

The approach is simple; we get data from persons who listen to radio online and convey its meaning to the radio industry.

It continues with the 53rd survey, completed with support from Borrell Associates.

It will do the radio industry well if it pays attention to the 1,028 respondents this time because we deal with two items having a direct affect on the future: 1) if there has been a purchase made online in the preceding 30 days and for how much; 2) whether the respondents use their hand held device to listen to radio online.

Tighten your seat belt because this survey shows how much things are changing for the terrestrial radio industry.

First let's tackle that issue about how much listening is being done using hand held devices - you may call them cell phones, smartphones, or tablets (like iPads). Most refer to it as "mobile" listening, and we've shown its growth at AG's RadioRow many times.

Here's a comparison between respondents in December 2009 and today when asked, "If you own a Hand Held device, do you listen to Internet Radio on it?"

Side-by-side, here's how the 18-54 demos look.

We won't get into a discussion over the obvious. Just let it be known that the radio industry is ill-prepared to meet this growth of online listening until it starts taking these numbers seriously. (Calling Pandora "not radio" is one way that shows radio's "wave-it-off" mindset still exists.)

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