For Immediate Release:
Page Two
Time Spent Listening
The study examined the sample for eight music-related behaviors:
Among these eight activities, traditional radio listening is clearly prominent. We are still seeing significant listening levels in the 92-94% percentile range among all listeners ages 15 to 64.
Respondents were asked how many hours per week they spend doing each of several music related activities.
Time Spent with Various Media
15-64 Persons
| |
% Use(a) |
Hrs per wk (b) |
Index of hrs per wk (c) |
| Traditional radio |
94% |
18.9 |
1.00 |
| Internet use |
66% |
11.9 |
0.66 |
| Personal music collection |
50% |
5.9 |
0.35 |
| Peer-to-peer sharing |
12% |
0.6 |
0.05 |
| Streaming non-radio |
11% |
1.2 |
0.07 |
| Other music downloads |
9% |
0.7 |
0.04 |
| Podcasting |
2% |
0.8 |
0.05 |
| Satellite radio |
4% |
0.4 |
0.04 |
| Internet radio |
18% |
1.7 |
0.16 |
| Internet radio (excluding terrestrial) |
6% |
0.4 |
0.3 |
| |
|
|
|
| Sample |
|
2500 |
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Q: "In an average week, how many hours do you spend doing each of the following:"
a) Percentage of respondents indicating at least one hour of activity per average week.
b) The figures include zero values for those not involved in the activity
c) Number of hours of activity for every one hour of traditional radio listening
Internet use comes in second in the list of activities (although it is not a music-related activity per se; it was used as a filter to Internet-based media). 66% of those interviewed said they use the Internet in an average week for nearly 12 hours on average.
Listening to one's personal music collection (iPod, MP3 player, CD's or tapes) is the third most frequent activity among this group (50%) for an average of almost 6 hours per week. This study indicates that listening to one's music collection is not associated with a difference in one's listening to traditional radio: those who listen to their music collection average 17.8 hours of traditional radio per week versus 18.9 for the general population - the difference is not statistically significant (+/- 0.05%).
The six other activities tested show incidences of a maximum of 12% of Americans 15-64 engaged in them and between 0.4 and 1.7 hours per week on average devoted to them. Taken all together, P2P file sharing, other music downloads, streaming of on-line content exclusive of Internet radio, Internet radio, podcasting and satellite radio account for 28% of the TSL given to traditional radio. In other words, when one person listens to one hour of terrestrial radio in the U.S. population aged 15-64, there is .28 hour of these six activities also going on in aggregate.
Has this .28 hour been taken away from conventional radio use? This has been a question the radio industry has been attempting to decipher considering all of the alternative media available to the U.S. population. The data presented in this study do not offer a definitive answer to this question. However, it is likely that this .28 hour was shaved off of many daily activities (including television viewing, reading, etc) and that some of them are actually carried out simultaneously (multitasking, e.g. downloading music while listening to traditional radio).
It is also important to note that there is a distinction between Internet streaming of non-radio audio and streaming of audio from terrestrial radio. In fact, time spent listening to streaming of terrestrial radio stations across the U.S. should not be included when considering Internet radio's impact on terrestrial radio TSL. It is, in fact, listening to traditional radio albeit through a different delivery system.
Page three
For additional information contact Dave Van Dyke at 818.291.6420.
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