Adult iPod owners listen to more radio
A Nielsen analysis of a media use study conducted by the Council for Research Excellence (CRE) has found that 77% of American adults listen to broadcast radio each day.
While the recent emergence of portable audio devices like the iPod has been considered a threat to traditional forms of audio, the Nielsen study suggests that portable media players have actually had a positive effect on radio consumption.
The study, in which consumers were physically observed consuming media throughout the day, found that radio was found to have a higher reach (82%) among those who listen to portable audio devices, compared to the average reach for all audio consumers.
Researchers found that that 90% of consumers listen to some form of audio media each day. The 77% who listen to broadcast radio surpass the 37% who listen to CDs and tapes and the 12% who listen to portable audio devices. Broadcast radio also continues to play a major role to all ages, with almost 80 percent of those aged 18 to 34 listening to broadcast radio in an average day.
The study also found that the 12% of study participants who listened to MP3s and iPods did so for an average of 69 minutes per day, yet eight-in-ten of these individuals also listened to broadcast radio for an average of 97 minutes per day.
Download the full analysis on radio and audio usage (.pdf) from the Nielsen site.
