Wednesday, April 26, 2006

Who's online? Not just 'geeks'

Adriana Cronin-Lukas, who is a member of the Engagement Alliance advisory board, uses the social bookmarking tool Furl to flag up this Center for Media Research item on internet radio listeners:

A new study by Arbitron and Edison Media Research finds that the weekly Internet radio audience increased by fifty percent from 2005,(satellite radio awareness tops sixty percent of the U.S. population, while the AM/FM radio audience remains strong. The report chronicles this expansion of the radio market and its implications for advertisers and media planners.

The monthly audience of Internet radio tops an estimated 52 million; an increase from 37 million people in 2005. The weekly Internet radio audience also increased 50 percent over the past year, with 30 million listeners last year.

Adriana comments:

So much for those who say that internet is for geeks and not their main customer base. Also, it is worth noting that “Online radio listeners are 36 percent more likely than the average consumer to live in a household with an annual income of more than $100,000.” Now tell me that it’s not worth making full use of the internet communication potential!