Posted by madcityradio.com on December 01, 2009 at 12:45:48:
Nielsen: 77% Hear Broadcast Radio Every Day
December 1, 2009: A Nielsen study on "How U.S. Adults Use Radio and Other Forms of Audio" found that radio reaches the vast majority of adults 18-plus every day -- 77 percent.
That more than doubles the reach of the next audio choice, CDs and tapes. Fifteen percent of adults hear satellite radio every day, Nielsen reports, while 12 percent listen to an iPod or other portable MP3 player, 10 percent hear MP3s from the computer, and 9 percent stream audio each day. The other 40 percent comes from all other audio sources.
Nielsen also found that broadcast radio makes up half of the two hours and 45 minutes of audio listening U.S. adults do daily. CDs and tapes take up 16 percent of listening time, "other audio" gets 13 percent, satellite radio adds up to 8 percent, iPods and similar players get 5 percent of Americans' ear time, and streamed audio and stored MP3s each take 4 percent.