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Parks Study Quantifies Internet Radio Listenership

Dallas – Internet
radio listening spread to 39 percent of all U.S. broadband households by early
2011, and smartphones account for a significant portion of their Internet radio
listening, a Parks Associates survey found.

Among the adult Internet
radio listeners surveyed, 96 percent of respondents listen to Internet radio on
a computer, 45 percent listen on a smartphone, and 15 percent listen on a
tablet, Parks found.

The survey also
found that a lot of Internet radio listeners listen a lot. Among listeners who
listen via desktop or laptop PC, 23 percent listen for more than four hours a
day. Among smartphone listeners, the percentage that listens for at least four
hours is 16 percent, and among tablet users, the percentage is 25 percent.

The study defines
Internet radio as including pure-play Internet radio stations as well as AM/FM
broadcasts simulcast over the Internet.

Internet radio’s
rise has had “little effect on broadcast radio listening time,” Parks also
found. Among Internet radio listeners, 20 percent still listen to four or more
hours of broadcast radio, and the other 80 percent listen to broadcast radio
for a total of one to three hours.

Based on the
survey, Parks also concluded that advertisers should complement broadcast-radio
and web-site advertising with Internet radio advertising.

Survey results
will be outlined today, June 9, during a free 1 p.m. CST webcast at


Results also
appear in two whitepapers entitled Digital Audio Usage Trends: A Highly Engaged
Listenership and Internet Radio Advertising Impact Study. They’re available at


The survey was
commissioned by TargetSpot, an Internet advertising network.