Internet Radio Listeners Almost Almost 2x As Likely to Be Social Media Users

I was really surprised by the new study by Arbitron, called “Infinite Dial 2008: Radio’s Digital Platforms” showing 33 million Americans age 12 and older listen to web radio, a growth of 14% over 29m last year.

• Thirteen percent of Americans age 12 or older (an estimated 33 million people) listened to online radio in the past week.
• Nearly 25% of all Americans age 12 or older have a profile on a social networking Web site such as MySpace, Facebook or Linked-In, nearly two-thirds (63 percent) of online radio do.
• One-third of online radio listeners with a social network profile visit their social networking site nearly every day or several times per day
• The top social networking Web sites among online radio listeners are MySpace and the business professional networking service Linked-In.
• Twenty-eight percent of online radio listeners have a MySpace page.
• Twenty-four percent have a profile on Linked-In.

From an advertiser’s perspective, this means that social media participants, often the sneezers in social media, are listening online. While I’m not advocating interruption marketing strategies, one could make a strong case for participation in talks shows, podcasts, and other web media events held on web radio srouces.

del.icio.us Digg it ma.gnolia Netscape reddit StumbleUpon Yahoo MyWeb

One Response to “Internet Radio Listeners Almost Almost 2x As Likely to Be Social Media Users”

1. Mar
   25
   2008
   At 2:25 am Goodness Gracious, Great Blogs of Fire! » The Buzz Bin Says:

   [...] into audio than video, then consider the review of this study from Scott Clark, which shows that Internet radio listeners are two times as likely to be social media users. From an advertiser’s perspective, this means that social media participants, often the [...]

Leave a Reply