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Audio Graphics Radio Listener Surveys Reach 50,000
By Mi2N
(more articles from this author)
2006-01-07
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The online radio audience is coming into focus through RRadio Network surveys. With completion of this 34th survey, more than 50,000 persons have participated.

RRadio Network Survey 34 shows that the internet is replacing the more traditional method of looking up phone numbers. When asked if they use the phone book, or look up phone numbers online, nearly 60 percent of 1854 online radio listeners replied that they "look up phone numbers online." There is little variation in response between gender or age groups.

Time Spent, Each Listening Session

Comparing two RRadio Network surveys (from July 5, 2003, and this Survey 34), there is an 8.4 percent drop in persons listening to online radio for 3+ hours each session. Also, 7 percent fewer persons listen between 1-3 hours each time they tune in.

38.9 percent of Survey 34 respondents say they listen to online radio for more than 3 hours each listening session.

* 38.9 percent - 3 hour +
* 19.3 percent - Listen 2-3 hours Each Listening Session
* 26.7 percent - 1-2 hours
* 14 percent - Less than 1 hour

Audience Predictions, and Their Accuracy

In March 2005, RRadio Network asked what respondents anticipated listening to most in the next twelve months. That survey included a list of six choices: Internet radio, broadcast radio, portable MP3 player, satellite radio, cable music-only channels, and "other."

Of interest are the numbers dealing with listening to broadcast and satellite radio. In March 2005, 7.9 percent of Survey 29 respondents thought they would be listening mostly to satellite radio in one year. Only 3.2 percent reported that is the case today.

Back then, only 15.6 percent thought broadcast radio would be "most listened to" after one year. Yet, Survey 34 shows 25.1 percent of respondents are still listening mostly to broadcast radio.

Related News from Mi2N:
» Audio Graphics Radio Listener Surveys Reach 50,000


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