American Media Services
reported this morning they commissioned a survey
by Princeton, NJ based Omnitel and it shows that 64% of American adults listen to radio at least once a day. The survey was conducted by phone and involved 1005 recipients. The survey showed that 80% of adults usually turn on the radio when they get in the car and 73% said they are listening to the radio as much or more than they did five years ago.
And among those who have listened to Internet radio or continuous music on the Internet, nearly four out of 10 (39 percent) said they listened in the past week, compared with less than a quarter (23 percent) who said that six months ago. While relatively few (20 percent) were familiar with Chrysler's recent announcement that it can install Internet connections in its 2008 and 2009 vehicles, more than one out of three (37 percent) said they are interested in having an Internet connection in their current vehicle or their next one.
"These are significant findings that once again demonstrate how much Americans rely on the radio for music and entertainment," said Edward F. Seeger, AMS chairman. "The survey also makes clear that Internet radio and continuous music over the Internet are becoming increasingly important to American audiences."
Some specifics of the latest American Media Services Radio Index include
-- Daily listenership was 64 percent in the latest survey, compared with
61 percent this past March, 63 percent in September 2007 and 64 percent in
April 2007. The slight variations are within the survey's margin of error of
3 percentage points.
-- Four out of five (80 percent) said they usually turn on the radio when
they get into their car, compared with 73 percent last March, 74 percent a
year ago and 75 percent in April 2007.
-- Nearly three-quarters (73 percent) said they listen to the radio as
much or more than they did five years ago, compared with 72 percent last
March, 74 percent a year ago and 69 percent in April 2007.
-- Radio remains the Number One way that Americans learn about new music.
Nearly half (49 percent) cited the radio, compared with 27 percent from
friends, relatives or other word of mouth. Lesser sources included TV and
reviews in newspapers or magazines.
-- Nearly half of Americans (47 percent) said it doesn't matter to them
whether their radio program is originating locally. Only 28 percent said it
mattered a lot.
-- About half (51 percent) say they usually stay tuned to their favorite
music station when commercial breaks come on, a statistically insignificant
change from 53 percent six months ago. Only 7 percent said they turn off the
radio, and 38 percent said they change to another station.
For more on the survey go to http://www.americanmediaservices.com/ams_index/ams_index_7.php