4-3-2012
According to NPD, a company that provides consumer and retail information, online radio is the fastest growing music listening option among U.S. consumers. NPD says in 2011, 43 percent of U.S. Web users chose to listen to music via Pandora, Slacker, Yahoo! Music, and other online radio options, which is 9% higher than 2010. NPD also said consumers listening to music on the radio was flat at 84%. Arbitron has been reporting listening numbers in the 90's. NPD based its information on data collected from 5,799 consumers, 13 and older between December 14th and January 3rd.
The company says, "based on the findings of NPD?s ?Annual Music Study,? there were 18 million more online radio listeners in 2011. Listening to free online radio is most popular among young adults age 18 to 25, and strong listener growth is also occurring among the 36- to 50-year-old age segment. Licensed online radio services are having two important effects on consumer music listening habits? said Russ Crupnick, senior vice president of industry analysis at NPD. ?Listeners are citing these services as a reason to do less file sharing, and they credit online radio with improving their ability to discover new artists.?
NPD says that "although consumers are overwhelmingly opting for free ad-supported online radio options, consumers? conversion to paid versions of online, on-demand radio remains low. While 42 percent of Web users listened to free radio options in 2011, just 3 percent paid to listen to radio online.
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