For Immediate Release:
Wednesday January 25, 2006
Time Spent with Internet Radio & MP3 Players Increase Use Over Time
Bridge Ratings & Research has released its data on a multi-year comparative study of audio media market penetration and time spent listening.
2000 users of each medium aged 12 and older of traditional radio, Internet Radio, MP3 players and satellite radio were included in this 5-year study which trends cumulative weekly use of these media including the time spent with each.
This first look of media use confirms the theory that the more options consumers have, the more the traditional medium will experience attrition at the hands of the new alternatives. This has been evident with traditional television in the face of competition from cable and satellite alternatives.
This update to the trending study which now covers the fourth quarter 2005 shows further significant time-spent-listening attrition from traditional radio found primarily in the 12-24 and 25-34 year old age groups.
The study has been tracking users of traditional radio, Internet Radio, MP3 players and satellite radio 12 years and older and their use of each medium and how long they listened on a daily basis. During Q4 of 2005, Bridge Ratings added cell phone use to these options. Among most demographics under age 49, time-spent-talking (TST) is significantly impacting time-spent with radio - especially in-car.
The following charts indicate the annual trending for both cumulative use and time spent listening with each along with a comparative change over the five year term of this study.
Traditional Radio
Traditional (AM/FM) Radio Use
Weekly Cumulative Audience (%)
| Demographic |
Su00 |
Su01 |
Su02 |
Su03 |
Su04 |
Su05 |
Fa05 |
Persons 12+ |
94.3 |
94.2 |
94.2 |
93.7 |
94.1 |
93.9 |
93.5 |
Teens 12-17 |
93.4 |
93.5 |
92.9 |
92.1 |
93.1 |
92.8 |
91.2 |
Persons 18+ |
94.4 |
94.3 |
94.3 |
93.9 |
94.3 |
94.0 |
93.7 |
Persons 18-34 |
95.1 |
95.2 |
95.0 |
94.5 |
94.9 |
94.4 |
93.9 |
Persons 25-54 |
96.1 |
96.1 |
96.0 |
95.6 |
96.0 |
95.9 |
96.0 |
Persons 35-64 |
94.0 |
93.9 |
94.0 |
93.6 |
94.0 |
93.8 |
94.2 |
How to read: Of the persons 12+ and older asked about their use of traditional radio, 93.5% said they listened to the radio at least 15 minutes during the week.
Traditional (AM/FM) Radio Use
Weekly Time Spent Listening (H:M) Per Week
| Demographic |
Su00 |
Su01 |
Su02 |
Su03 |
Su04 |
Su05 |
Fa05 |
Persons 12+ |
20:30 |
20:15 |
20:10 |
19:50 |
19:40 |
19:30 |
19:15 |
Teens 12-17 |
13:45 |
13:15 |
12:30 |
12:00 |
11:15 |
10:30 |
10:00 |
Persons 18+ |
21:15 |
21:00 |
21:00 |
20:45 |
20:30 |
20:30 |
20:15 |
Persons 18-34 |
20:45 |
19:15 |
19:00 |
18:45 |
18:30 |
18:45 |
18:00 |
Persons 25-54 |
21:30 |
20:45 |
21:00 |
20:45 |
20:45 |
20:45 |
20:00 |
Persons 35-64 |
21:15 |
20:45 |
20:45 |
20:30 |
20:30 |
20:45 |
20:30 |
Internet Radio
Internet Radio Use
Weekly Cumulative Audience (%)
| Demographic |
Su00 |
Su01 |
Su02 |
Su03 |
Su04 |
Su05 |
Fa05 |
Persons 12+ |
18.1 |
19.0 |
21.9 |
26.0 |
32.5 |
41.9 |
52.3 |
Teens 12-17 |
15.4 |
16.6 |
19.1 |
22.8 |
28.6 |
46.4 |
60.3 |
Persons 18+ |
21.0 |
21.8 |
25.1 |
29.9 |
37.4 |
44.5 |
48.9 |
Persons 18-34 |
25.3 |
27.8 |
32.0 |
38.1 |
47.6 |
63.3 |
66.5 |
Persons 25-54 |
22.0 |
23.3 |
26.8 |
31.9 |
39.9 |
53.1 |
55.4 |
Persons 35-64 |
16.8 |
17.5 |
20.1 |
23.9 |
29.9 |
39.9 |
41.8 |
How to read: Of the persons 12-17 asked about their use of Internet radio,52.3% said they listened to Internet Streaming Radio for at least 15 minutes during the week.
Internet Radio Use
Weekly Time Spent Listening (H:M) Per Week (includes home, work, other)
| Demographic |
Su00 |
Su01 |
Su02 |
Su03 |
Su04 |
Su05 |
Fa05 |
Persons 12+ |
7:30 |
7:34 |
7:43 |
7:48 |
7:57 |
8:11 |
8:15 |
Teens 12-17 |
18:20 |
16:10 |
16:48 |
16:58 |
17:09 |
17:19 |
17:20 |
Persons 18+ |
12:45 |
12:52 |
13:00 |
13:08 |
13:16 |
13:24 |
13:00 |
Persons 18-34 |
15:45 |
16:03 |
16:13 |
16:33 |
16:35 |
16:55 |
16:30 |
Persons 25-54 |
8:30 |
8:40 |
8:45 |
8:55 |
9:06 |
9:17 |
9:00 |
Persons 35-64 |
4:15 |
4:20 |
4:22 |
4:25 |
4:30 |
4:36 |
4:10 |
How to read: Of the persons asked about their use of Internet radio those aged 18+ are listening 16 minutes less per week than they were in 2004.
Satellite Radio
Satellite Radio Use
Weekly Cumulative Audience (% Use)
| Demographic |
Su00 |
Su01 |
Su02 |
Su03 |
Su04 |
Su05 |
Fa05 |
Persons 12+ |
na |
na |
1.0 |
1.0 |
2.0 |
2.1 |
3.0 |
Teens 12-17 |
na |
na |
na |
0.1 |
0.4 |
0.5 |
0.6 |
Persons 18+ |
na |
na |
1.0 |
1.0 |
2.0 |
3.0 |
4.0 |
Persons 18-34 |
na |
na |
0.1 |
0.5 |
0.9 |
1.4 |
1.7 |
Persons 25-54 |
na |
na |
0.5 |
1.0 |
2.0 |
2.7 |
4.0 |
Persons 35-64 |
na |
na |
1.0 |
1.6 |
2.5 |
3.2 |
4.7 |
How to read: 4 percent of persons 25-54 acknowledged they owned and used satellite radio by the end of Q4 2005.
Satellite Radio Use
Time Spent Listening H:M (After 3 months Use)
| Demographic |
Su00 |
Su01 |
Su02 |
Su03 |
Su04 |
Su05 |
Fa05 |
Persons 12+ |
na |
na |
21:00 |
20:50 |
20:30 |
20:00 |
19:00 |
Teens 12-17 |
na |
na |
na |
10:15 |
10:30 |
10:45 |
10:30 |
Persons 18+ |
na |
na |
21:45 |
21:15 |
21:00 |
20:45 |
20:45 |
Persons 18-34 |
na |
na |
20:00 |
19:45 |
19:15 |
19:15 |
19:00 |
Persons 25-54 |
na |
na |
20:30 |
20:15 |
20:00 |
19:45 |
19:30 |
Persons 35-64 |
na |
na |
17:45 |
17:15 |
17:00 |
17:00 |
17:15 |
How to read: Of those 12+ who owned and subscribed to satellite radio by the end of Q4 2005, they spent 19 hours per week listening.
MP3 Players
MP3 Player Use
Weekly Cumulative Users (%)
| Demographic |
Su00 |
Su01 |
Su02 |
Su03 |
Su04 |
Su05 |
Fa05 |
Persons 12+ |
na |
na |
3.9 |
4.7 |
5.3 |
6.5 |
7.2 |
Teens 12-17 |
na |
na |
4.5 |
5.6 |
6.3 |
8.1 |
13.2 |
Persons 18+ |
na |
na |
4.6 |
5.5 |
6.2 |
7.8 |
11.8 |
Persons 18-34 |
na |
na |
4.0 |
4.9 |
5.5 |
6.8 |
8.4 |
Persons 25-54 |
na |
na |
3.6 |
4.2 |
4.7 |
5.4 |
6.8 |
Persons 35-64 |
na |
na |
2.8 |
3.4 |
3.8 |
4.6 |
5.4 |
MP3 Player Use
Weekly Time Spent Listening (H:M)
| Demographic |
Su00 |
Su01 |
Su02 |
Su03 |
Su04 |
Su05 |
Fa05 |
Persons 12+ |
na |
na |
6:30 |
7:00 |
7:30 |
8:00 |
8:10 |
Teens 12-17 |
na |
na |
7:45 |
8:15 |
8:45 |
9:30 |
9:30 |
Persons 18+ |
na |
na |
5:00 |
5:30 |
6:15 |
6:45 |
6:30 |
Persons 18-34 |
na |
na |
6:45 |
7:15 |
7:45 |
8:15 |
8:00 |
Persons 25-54 |
na |
na |
5:30 |
5:45 |
6:00 |
6:30 |
6:30 |
Persons 35-64 |
na |
na |
4:00 |
4:30 |
4:45 |
5:30 |
5:00 |
While satellite and MP3 player use has risen sharply, Bridge Ratings' data confirms what the industry has been seeing in other studies, i.e. that satellite radio has minor penetration into the population. It is interesting to note that this study reflects a decrease time spent listening by satellite radio users since it was introduced. This, in contrast to MP3 player use which has seen substantial and consistent market penetration and time spent.
When probing further into specific media use, 12-24 year olds substantial increase in time spent with their MP3 players has significantly reduced their use of traditional AM/FM radio.
For additional information, contact Dave Van Dyke at 818.291.6420.
Results reflect listener behavior between February and April 2005
Sample size: 3120 persons 12+. Measured markets: Los Angeles, Boston, Phoenix, Ventura California, Chicago
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