Posted by j walter thompson on 11/6/2009, 5:30 pm
Broadcast radio reaches those aged 18-34 at rates equivalent to the general adult population, with 79.2% of younger adults listening to broadcast radio for an average of 104 minutes a day among listeners.
90% of adults are exposed to some form of audio media on a daily basis, with broadcast radio having by far the largest share of listening time. Exposure to audio listening falls into four tiers in terms of level of usage among listeners:
(1) broadcast and satellite radio (79.1% daily reach; 122 minutes daily use among users)
(2) CDs and tapes (37.1% daily reach; 72 minutes)
(3) portable audio [iPODs/MP3 players] (11.6% daily reach; 69 minutes), digital audio stored on a computer such as music files downloaded or transferred to and played on a computer (10.4% daily reach; 65 minutes average use), and digital audio streamed on a computer (9.3% daily reach; 67 minutes)
(4) audio on mobile phones (2% daily reach; 9 minutes)
Source: How U.S. Adults Use Radio And Other Forms of Audio, a study by The Council For Research Excellence/The Nielsen Company
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