For Immediate Release

Wednesday May 2, 2007

A new semi-annual study from Bridge Ratings & Research covers a variety of Internet behaviors. This study, conducted between January 2, 2007 and April 29, 2007 included 4000 consumers who use the Internet at least one hour per week.

Internet Radio Listeners Media Consumption

One thing obvious in this study is that listeners to Internet radio consume all sorts of media more than non-Internet radio users - except for television where the national average is close to four hours per day. Internet radio listening has cut into these consumers' time spent with television. This group spends 23% or a little over 3 hours per day watching television.

Internet radio listeners consume their primary media at almost equal levels with terrestrial radio consumption outweighing Internet radio by a few minutes per week.

Radio Station Website Users

14% of visitors to local radio station websites download podcasts.

Of the 14% who download podcasts, nearly two-thirds or 65% say they have listened to that podcast.

Of all visitors to radio station websites only 2% actually have listened to a podcast in the last 30 days.

Impact of Podcasting on Listening

Based on a podcast panel of 1000 persons ages 13+, we see a clear connection between long-term (6 months) listening exposure to a station podcast and listener loyalty which generates increased weekly tune-in and higher "favoriteness" scores.

The panel was asked about the radio stations they listen to during the course of a seven-day week. We also asked the panel "Of those stations you mentioned that you listen to this week, which is your favorite the one you listen to most?" Bridge Ratings defines this metric as listener "favoriteness", a measurement of loyalty. As the above chart shows, loyalty among those listeners who consumed podcasts at least once a week for a minimum of six months increased significantly. In fact, favoriteness among this panel improved 75%!

18-34 year olds addicted to Web

As compared to 77% of all Internet users age 18 and above, 82% of 18-to-34-year-olds are comfortable with the technology. 37% of this group sends or shares video via the Web, compared to 10% of all Internet users. 52% burn downloaded music to CDs, versus 32% of all Internet users 18 and older. 37% visit entertainment sites daily, compared to 32% who read newspaper entertainment sections and 19% who read entertainment magazines. The Web is so integrated into the lives of 18-to-34-year-olds, it's becoming commonplace for them to use it no matter where they are. Compared to 20% of people age 18 and above, one-third of 18- to-34-year-olds access the Web from friends' homes, and 38% use a cell phone.

Webcams

24% of all on-line Americans use webcams

24% of US Internet users have gone online to view another person or a place via a web cam. That translates into roughly 43 million people who have viewed material on web cams. And on any given day, about 10million internet users are checking out remote places or people by using webcams. Online men are more likely than online women to have viewed images from web cams: 24% of men with internet access have done so, compared to 16% of wired women.

In the year before YouTube and MySpace became nationally popular (2005), 16% of on-line Americans used webcams. That amounted to 28 million people.

Minorities who use the internet are just as likely as whites to have viewed web cam images; internet users in their 50s and those in their 20s watch web cams in equal proportion; those online with graduate degrees and those with high school educations are equally interested in web cam viewing; those who live in relatively well-off households are as likely as those who live in homes with less income to have looked at web cam images; and non-parents are as likely as parents to have viewed web cam material.

Instant Messaging

63% or 189 million Americans use instant messaging.

Blogs

25% of online youths read blogs regularly.

Web Destinations

30% of on-line adults use the web as their main source of news. Radio was the only other medium to gain in this category compared to 2004.

The number of online adults who prefer the Internet as their main source of news has grown over 40% in the last three years, at the expense of television and newspapers. Currently, 30% of online adults prefer the Internet for national and international news, compared to 22% in 2004.

The number of online adults using the Internet for daily news continues to increase - to around 53%. Preference for online local news is growing, but hasn't exceeded 15% among online adults. Young adults, ages 18 to 24, are helping drive the preference trend, especially in national news. 39% of online young adults say they prefer the Internet as their primary source of news, while 43% still prefer TV and 10% newspapers.

Top Gen-Y Websites

Website destinations among 16-25 year olds differs by gender as shown in the following charts segregating male and female top 10 favorites:

While many of the same sites are shared, trends in website popularity vary by gender. Google, for example, shows complete opposite trends. A higher percentage of young females are visiting Google's website in 2007 (34%) compared to 2006 (29%), while young males show a slight decrease in use (31% in 2007 from 38% in 2006).

Other sites showing some decrease: Males: ESPN, Yahoo! and AOL. Females: Ebay, Monster.com and Target.

*Sample = 4000 consumers 12+
Methodology: Random digit dial telephone interviews, one person per household.

Sample error = +/- 1.5%

Bridge Ratings is a ratings and research company based in Glendale, California. We are dedicated to providing on-going, immediate, reliable, useable and affordable audience measurement services for the radio industry. Our methodology is based on sound consumer research principles. We are in the business of tracking listeners - not listening. Because we are a true research company we offer flexibility