Posted by chicagomedia.org on September 11, 2008 at 18:30:05:
AMS Study: Daily Radio Listenership Up
According to results of a nationwide telephone survey that American Media Services (AMS) released Thursday (Sept. 11), 64% of American adults listen to the radio at least once a day (compared with 61% revealed in an AMS study this past March). In addition, four out of five (80%) say they usually turn on the radio when they get into their car (compared with 73% last March), and nearly three-quarters (73%) said they are listening to the radio as much or more than they did five years ago (compared with 72% last March).
Hopping into the Internet, among those who have listened to Internet radio or continuous music on the Web, the AMS study found that nearly four out of 10 (39%) said they listened in the past week, compared with less than a quarter (23%) that said that six months ago. While relatively few (20%) 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%) 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,� says AMS chairman Edward F. Seeger. "The survey also makes it clear that Internet radio and continuous music over the Internet are becoming increasingly important to American audiences."
OmniTel, the weekly omnibus survey of GfK Custom Research North America of Princeton, N.J, conducted the national poll for AMS. The telephone survey of 1,005 Americans adults was conducted during the weekend of Sept. 5-7. AMS says the study is considered accurate within plus or minus three percentage points. See the complete survey results at www.americanmediaservices.com.
(R&R)