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Popularity of Digit Radio Up, But Listeners Stay Loyal to AM/FM

Over the past decade, technological advances have broadened radio programming, expanding audio options as well as listeners’ control over what they hear, writes eMarketer. Despite these advances to digital radio, “The Infinite Dial: Radio’s Digital Platforms” study, issued by Arbitron and Edison Media Research, found that 75 percent of the “digital radio” audience said they would continue their AM/FM radio listening habits.

Digital radio outlets are increasing, however, with internet radio monthly listeners now up to 52 million in the U.S. - compared to 37 million in 2005 - the Internet may be the top contributor to radio’s recent growth.

More Americans are informed about satellite radio, as XM and Sirius reach awareness levels of 61 percent. Subscriptions for the satellite providers are also increasing. The “Infinite Dial” study reported that 18 percent of consumers that don’t currently subscribe to satellite radio said they would likely subscribe within the next 12 months.

Twenty-seven million Americans - 11 percent of the population - have already tried podcasting - which is still in development - for radio listening purposes. Podcasting is most popular among young audiences, with 20 percent of those Americans who have used podcast falling into the 12-17 demo and 53 percent being under the age of 35.

Most respondents were unfamiliar with HD radio, but as HDTV penetrates more U.S. homes, HD radio will likely follow.