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Edison Research President Larry Rosin looks at that very question in his latest blog, and the answer appears to be a resounding YES. Edison's Infinite Dial has been studying and tracking online radio listening since 1998. It found that for the first 10 years of its studies, online listening, then done almost entirely on desktops, was fairly flat. With the rise in smart phone ownership, which really took off in 2011, so has there been a nearly equal rise in online listening. When comparing Pandora's online usage since 2011, Rosin finds that it has risen in equal proportion to smart phone ownership, showing approximately half of new smart phone owners will become monthly Pandora subscribers.
Rosin's latest Infinite Dial study can be read HERE.
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