Population break-down of audio listenership
Tuesday, May 29, 2007 at 11:48 AM
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A recent Bridge Ratings study took a look at the competitive media landscape and the usage of the U.S. population. The results are pretty interesting...
The survey found that about 450,000 people say they listen to HD Radio daily.
Now, 57 million Americans listen to some form of Internet radio in a typical week, according to the study. Compare this to Sirius and XM, who combined pull in nearly 15 million subscribers.
Still, terrestrial radio continues to dominate, and MP3 players also hold a massive amount of earshare. An amazing 280 million Americans listen to terrestrial radio in an average week. While MP3 players - yes, including the iPod - reach 90 million Americans.
So let's break this down in percentages:
- HD Radio: 0.0015% of the U.S. population
- Satellite Radio: 4.8% of the U.S. population
- Internet Radio: 21% of the U.S. population
- MP3 Players: 30.4% of the U.S. population
- Terrestrial Radio: 93.7% of the U.S. population
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Comments
Why even list cell phones? I'll bet the vast majority of users only use cell phones for calling people and keeping their phone numbers organized.
The telecoms make it way too difficult and restrictive to use multimedia in cellphones. Verizon Vcast is worse than useless, for example (Verizon, of course, also cripples Bluetooth in their phones so I can't sync with my Mac wirelessly) since none of the crap offered by their service can be watched elsewhere.
Of course, the Apple Iphone could change all that. I plan to buy the 2nd generation of it at some point (Hard drive's too small in the current specs)and try to get Sirius via WiFi on it...
Posted by: MikeHunt ? | May 29, 2007 1:25 PM
Yeah, notice I kept cell phones off when I did the breakdown. Bridge didn't show the split between regular Cell Phone usage and Mobile Audio usage.
....and I'm lusting after an iPhone.
Posted by: Ryan Saghir ? | May 29, 2007 1:42 PM
I'm curious though, in a study like that does Sirius INTERNET radio count as Satellite or internet radio?
i can't get my Sirius in my office building (they shut down the repeaters here in October)... so I listen to it online.
So, I wonder how THAT would factor in.
Posted by: Dawn | May 29, 2007 2:55 PM
Dawn,
I doubt there is a large percentage of people listening to XM or Sirius on line. Atleast not enough to make a dent on a % basis in this study.
Posted by: jeff | May 29, 2007 4:29 PM
>>"I doubt there is a large percentage of people listening to XM or Sirius on line."
I disagree. There's several people who listen to Stern online where I work. I suspect that's common in offices around the country.
Posted by: MikeHunt ? | May 29, 2007 9:45 PM
"I disagree. There's several people who listen to Stern online where I work. I suspect that's common in offices around the country."
To continue the trend of disagreeing... most large companies have rules against using the internet for personal uses like music. Some large companies even block websites such as XM and Sirius. It is more likely that if people are going to listen to sat. radio they'll be using a personal unit. But let us argue that people DO listen to XM and Sirius online... most terrestrial stations have online capabilities so even then XM/Sirius online doesn't make a dent.
Remember when looking at this chart you're looking at market penetration.. as in how many people own and or use these items. Sat. Radio subscribers don't even come close in number when compared to those who listen to regular radio.
Posted by: Smith | May 30, 2007 9:54 AM
They forgot to include the "listen to the ground" sect.. The people who put their ears to the ground and listen for the on coming idiots... never mind.. I lost track.. screw it.. it was funny in my head, now it's dribble...
Posted by: hard harry hardon | May 31, 2007 1:20 PM
There is a huge mistake in the HD radio % It is actually 0.15% not 0.0015% Must have been a calculation mistake in the percentage.
Posted by: Brian K | January 3, 2008 12:28 PM