from Mediapost:
Social Networking
The percentage of Americans age 12 and older who have a profile on one or more social networking Web sites has reached 48% of the population in 2010, double the level from two years ago.
The new study reveals that consumer use of social networking sites is not just a youth phenomenon. Personal profile pages are maintained by:
- 78% of teens
- 77% of 18 to 24s
- 65% of 25 to 34s
- 51% 35 to 44s
The study also shows that 30% of Americans age 12 and older, who have a profile on at least one social networking Web site, use those sites "several times a day" compared with only 18% one year ago.
Bill Rose, Senior Vice President of Marketing, Arbitron Inc "The use of social networking sites has expanded beyond younger consumers, with substantial numbers of Americans over the age of 35 now using social media,"
Key Findings about Radio and Digital Platforms:
MP3 Players
Nearly one in four Americans has listened to audio from an iPod or other MP3 player connected to a car stereo: Although consumers often have to deal with myriad adapters and other barriers to in-car listening, 54% of iPod/MP3 player owners have listened to their device in their car; this equates to 24% of all persons age 12 and older having listened to an iPodTM, iPhoneTM or other MP3 player while connected to a car stereo.
Radio
Three in ten 12 to 24s are "very interested" in online radio in the car and on mobile devices: Among those age 12 to 24, 30% are "very interested" in listening to online radio in-car, while 28% are "very interested" in listening to online radio on mobile devices.
Consumers say radio station Web sites are improved but TV and print sites are leading the local battle: Nearly half of people age 12 and older give credit to radio for improvements in their Web sites. 48% say that radio station Web sites have gotten more interesting compared to 17% believing them to be worse or less interesting. However, monthly visitation to radio station Web sites (16%) among persons 12+ lags visitation to local TV and local newspaper Web sites.
| Main Reason Listeners Choose Internet Radio | |
| Reason | % of Respondents |
| To control or choose the music being played | 20% |
| More music variety | 17 |
| Fewer commercials | 14 |
| To listen to audio you cannot get elsewhere | 14 |
| To get a clearer signal than over-the-air radio | 12 |
| Less DJ chatter | 6 |
| Because it's new | 6 |
| Source: Arbitron and Edison Research, April 2010 | |
"Americans continue to hold radio in high regard, with nearly eight in ten saying they plan to listen to as much AM/FM radio in the future as they do now - despite advances of technology" said Arbitron's Bill Rose.
Internet
For the first time, more Americans say the Internet is "most essential" to their lives when given a choice along with television, radio, and newspapers;
- 42% chose the Internet as "most essential"
- 37% select television
- 14% choose radio
- 5% said newspapers
While television still leads among those over the age of 45, Internet dominates among younger persons age 12 to 44.
| % of Respondents Who Have Listened to Online Radio/Watched Online Video in Past Week (Base: Total Population 12+) | ||
| Year | Online Radio | Online Video |
| 2003 | 8% | 3% |
| 2004 | 8 | 7 |
| 2005 | 8 | 8 |
| 2006 | 12 | 12 |
| 2007 | 11 | 15 |
| 2008 | 13 | 18 |
| 2009 | 17 | 27 |
| 2010 | 17 | 29 |
| Source: Arbitron/EdisonResearch, April 2010 | ||
Wi-Fi
62% of homes with Internet access have wireless network set-ups in their homes, more easily enabling the consumption of digital media in any room of their home.
Texting
45% of mobile phone owners age 12 and older text multiple times a day. Other segments texting several times a day:
- 75% of teens
- 76% of persons age 18 to 24
- 63% of 25 to 34s
- 42% of 35 to 44s
- 37% of 45 to 54s
Broadband
Growth of residential broadband has leveled off, with 84% of homes with Internet access having broadband connections. The slower growth of residential broadband is associated with little year over year change in weekly usage of online radio (17%) and online video (29%). The study suggests that expanded use of use of mobile devices and in-car Internet may spark the next wave of growth.
More information may be found with Arbitron here, and for access to the PDF file with charts and graphs, please visit here.
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