MUMBAI: The internet radio listenership has reached a robust 42per cent of US adults listening to broadband radio, an increase of 8 per cent over last year, according to the recent study commissioned by TargetSpot.
The digital audio advertising network’s annual ‘Digital Audio Benchmark and Trend Study’ conducted by Parks Associates also finds that 80 per cent of the digital audience listen for 1-3 hours a day, while 40 per cent listen to 1-2 hours per session. The study states that 75 per cent of listeners change stations multiple times on the same Internet radio service at least once a day, while nearly two-thirds switch to different Internet websites at least once a day.
According to the research, increase in listenership has also led to greater ad recall and response as 58 per cent listeners says that they’ve seen or heard an Internet radio ad in the past 30 days, which is up by 11 per cent from 2011. With a 10 per cent increase since last year, 44 per cent has responded to an ad in some way. The study found 86per cent of Internet Radio listeners do not pay a fee for access to premium digital audio content, in essence opting in to receive ads on free ad-supported digital audio services.
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TargetSpot chief executive officer Eyal Goldwerger said, “It’s clear that digital audio is a firmly established medium and continuing to grow at a rapid rate. The proliferation of devices and subsequent access to content will only further accelerate adoption.”
Amongst internet radio listeners the study also found an 87 per cent increase in tablet ownership and 22 per cent increase in smartphone ownership compared to last year wherein 48per cent of respondents spend more time listening to Internet radio on tablet device, and 38per cent spent more time listening on a mobile device. The online TV and in-car Internet radio listenership has also increased with 14per cent with 15per cent internet listeners manually connecting their smartphone or tablet to vehicle’s device outlet.
The report reveals that the social services like Pandora, Spotify and Last.fm has also lend to the increase in internet radio listening. The research was conducted from 7-17 January 2012.
