A new study by Arbitron Inc and Edison Research called The Infinite Dial 2010: Digital Platform and the Future of Radio was released yesterday. The report gives an interesting look at how Americans use new media and digital platforms.
Key Take Away from the Report:
-Social media is not only used by younger consumers (teens and 18-24yr range) - 65% of 25-34yr olds and 51% of 35-44yr olds now have profiles on social networking sites.
-Social networking "has become part of maintream media behavior" as noted by Tom Webster, VP of Strategy and Marketing for Edison Research.
-48% of Americans in 2010 have a personal profile page on a social networking site compared to 34% in 2009. The statistics shows that social networking has increased in every age group.
-Radio is still being viewed in high regard - In the 12-24yr age range, >40% of phone owners said they would listen more to FM radio if there a tuner was built into the phone. A significant 8 in 10 say they plan on listening to as much radio in the future as they do now even as technology advances.
-Approx. 70 million Americans listened to online radio last month. Weekly online radio audience has remained around 43 million (representing 17% of Americans) from 2009 to 2010. This audience is composed of 55% men and 45% women with most being in the 25-34yr range at 27%.
-Internet surpasses TV as more important in Americans' lives. 42% believe the internet is "most essential" while 37% chose TV. In 2002, internet was considered most essential by 20%. Radio and newspapers trail behind at 14% and 5% respectively for 2010.
-49% believe newspapers will dissappear in the future as people continue to rely more on the internet to get their news.
-46% of Americans have ever used Youtube to watch an internet video, 15% have ever used Hulu. - I would have thought the number of Americans who have used Youtube to watch a video would have been significantly higher.
Internet Access and Digital Households
-Household with dial-up internet are lower in education and income.
-45% of households have 2 or more working computers in 2010 compared with 42% in 2009.
What do you think of these statistics?
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