According to data from the Arbitron/Edison Media Research Internet & Multimedia series of studies, among people who are employed full or part time and listen to radio at work, the portion who listen most often to radio stations over the Internet has grown from 12% to 20% in one year’s time while the portion who listen most often via a regular radio has declined from 88% to 80%.
The difference is particularly noticeable when one looks at the data sectored by education. Among college graduates who listen to the radio at work, 30% say they listen most often to radio stations over the Internet on their computer as opposed to listening most often on regular radios. This compares 12% among non-college graduates, who say they listen most often to radio stations via the Internet rather than regular radios.
RBR/TVBR observation: The real key here for traditional radio is how many of these at work internet radio listeners are listening to actual stations that stream, vs. Internet-only radio stations like 3wk.com or somafm.com (the website and study didn’t break this down). Also, we’d like to know how many are listening to HD multicast internet streams. If most of them are internet streams of their favorite local AMs or FMs, due to more work computers with speakers and/or just getting around in-office reception problems (AM radio, especially, is very tough to listen to near computers), then this is good news, not bad.