Half of Americans Listen to Online Radio Weekly; Podcast Consumption Surges
Powered in part by the ever-expanding proliferation of smartphones, digital audio behaviors such as listening to online radio and podcasts are achieving significant mass usage, according to the Infinite Dial 2016, the latest in a long-running series of studies on consumer adoption of digital media from Edison Research and Triton Digital.
The study finds that 50% of respondents age 12 and older listened to some sort of online radio in the last week. That’s a 44% increase over last year for an estimated 136 million weekly online listeners, 12+. Young demos exhibited even larger usage numbers with 73% of 12-24-year-old respondents reporting that they listened to online radio in the last week.
Other highlights include:
57% of Americans – an estimated 155 million people – listened to online radio monthly
Podcast listening showed sharp gains over last year on both a monthly basis to 57 million listeners (17% to 21%) and weekly to 35 million (10% to 13%)
An estimated 98 million people 12+ have ever listened to a podcast
Weekly podcast listeners average five podcasts per week
There is a correlation between the proliferation of smartphone ownership and growth of online and podcast listening
64% of those who listen to podcasts listen on their smartphone or tablet
37% of mobile phone owners have connected their device to their car for online listening
The growth of Internet-Connected TV’s to 60% of the population indicates a potential for increased online radio listening at home, as well