Social networking, the Internet, home Wi-Fi and daily SMS texting were all found to be in high use and esteem by Abritron and Edison Research.
48
percent of Americans age 12 and older have a social networking profile, double the level from two years ago
(24 percent in 2008), according to the new national survey from
Arbitron Inc. and Edison Research, The
Infinite Dial 2010: Digital Platforms and the Future of Radio.
- Texting has
become a daily activity for nearly half of all mobile phone owners:
Nearly half of mobile phone owners (45 percent) age 12 and older text
multiple times a day. Three quarters of teens (75 percent) and persons
age 18 to 24 (76 percent) text multiple times a day compared with nearly
two thirds (63 percent) of 25 to 34s; and four in ten (42 percent) 35
to 44s and 45 to 54s (37 percent). - The Internet passes TV as most
essential medium in Americans' lives: For the first time, more
Americans say the Internet is "most essential" to their lives when given
a choice along with television, radio, and newspapers; 42 percent
chose the Internet as "most essential," with 37 percent selecting
television, 14 percent choosing radio, and 5 percent said newspapers.
While television still leads among those over the age of 45, Internet
dominates among younger persons age 12 to 44. - More than six
in ten households with Internet access have a Wi-Fi network at home:
Sixty-two percent of homes with Internet access have wireless network
set-ups in their homes, more easily enabling the consumption of digital
media in any room of their home, as more and more devices feature
built-in Wi-Fi such as the new Apple iPad. - Broadband access has
leveled and growth has stabilized for some digital platforms: Growth
of residential broadband has leveled off, with 84 percent of homes with
Internet access having broadband connections. The slower growth of
residential broadband is associated with little year over year change in
weekly usage of online radio (17 percent) and online video (29
percent). The study suggests that expanded use of use of mobile devices
and in-car Internet may spark the next wave of growth. - Consumer use of social networking sites is not
just a youth phenomenon. While nearly eight in ten teens (78 percent)
and 18 to 24s (77 percent) have personal profile pages, almost
two-thirds of 25 to 34s (65 percent) and half of 35 to 44s (51 percent)
also now have personal profile pages. The study also shows that 30
percent of Americans age 12 and older, who have a profile on at least
one social networking Web site, use those sites "several times a day"
compared with only 18 percent one year ago.
STUDY INSIGHTS:
Key Findings about
Radio and Digital Platforms:
- Nearly one in four Americans has
listened to audio from an iPod or other MP3 player connected to a car
stereo: Although consumers often have to deal with myriad adapters
and other barriers to in-car listening, 54 percent of iPod/MP3 player
owners have listened to their device in their car; this equates to 24
percent of all persons age 12 and older having listened to an iPod™,
iPhone™ or other MP3 player while connected to a car stereo. - Three
in ten 12 to 24s are "very interested" in online radio in the car and
on mobile devices: Among those age 12 to 24, 30 percent are "very
interested" in listening to online radio in-car, while 28 percent are
"very interested" in listening to online radio on mobile devices. - Consumers
say radio station Web sites are improved but TV and print sites are
leading the local battle: Nearly half of people age 12 and older
give credit to radio for improvements in their Web sites. Forty- eight
percent say that radio station Web sites have gotten more interesting
compared to 17 percent believing them to be worse or less interesting.
However, monthly visitation to radio station Web sites (16 percent)
among persons 12+ lags visitation to local TV and local newspaper Web
sites.
This study, as well as
previous studies, may be downloaded free of charge via the Arbitron and
Edison Research Web sites at www.arbitron.com
and www.edisonresearch.com.