Wednesday, May 15, 2013

Survey: Traditional Radio Dead Within 5 Years

Nearly 60 percent of Americans predict the death of terrestrial radio will happen within five years, according to results from a Harris Interactive survey released Tuesday.

The Detroit News is reporting market research firm Harris, on behalf of Stitcher, an on-demand Internet radio service, surveyed 2,066 U.S. adults last month, and found that most adults are choosing on-demand media sources such as Pandora and TuneIn over terrestrial radio options, citing the ability to avoid commercial advertisements as a heavy influence.

"We're relying on our smartphones and mobile technology now more than ever," said Noah Shanok, CEO of Stitcher, in a statement. "We're a nation on the go, and we want access to our favorite radio shows and music at a time that's convenient for us. With the latest advancements in streaming technology, apps like Stitcher put entertainment right at your fingertips."

The survey found that students may be leading the shift to on demand and streaming media. More than 71 percent of U.S. adults who are students predict Americans will be primarily listening to streaming radio over AM/FM radio within five years.

Those ages 18 to 34 are twice as likely as those ages 35 to 54 to listen to music via on-demand sources, the Harris poll showed.

Ed Cohen vice president of measurement innovation at marketing research firm Arbitron Inc., in an interview with The Detroit News last month, said that 90 percent of adults ages 25 to 54 listen to the radio weekly, and it's still the top choice among drivers for in-car entertainment.

Radio stations have moved quickly to offer online and smartphone streams of their terrestrial content.

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Tom's Take: Doubt this one..those questioned were on-demand streaming radio listeners. Some probably wishing traditional radio was dead. 

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