Internet Radio Not Quite Warming to Social Media YetBy: Drew Bowling - May 15, 2012
The odds aren’t bad that sometime today you will tune in to some type of internet radio service and kick out some jams for a couple of hours. At least, that’s the word from a study conducted by targetspot that revealed that listener market of internet radio in the United States is up 8% this year to 42% of all households with a broadband connection. Perhaps the biggest reason for that climb in internet radio’s audience is the increased availability of smartphones and tablets.
Unsurprisingly, if the presence of a mobile device is what’s driving the growing market of internet radio, the general demographics of these listeners are fairly well to do people. 64% of listeners own their own home and over one-fifth have an annual household income over $100,000. In other words, the market of internet radio fans is growing because of the people that can afford the mobile devices that make listening to these services more convenient.
The amount of computer and laptop owners who listen to internet radio is stable this year from last year. However, internet radio listeners aren’t holding onto their basic mobile phones as much, most likely because they’re opting for smartphones. There was a 22% growth of smartphone owners and, more impressive, an 87% leap in tablet ownership among those who listen to internet radio (no wonder tablets are becoming the vehicle of choice when people cruise the net). This data reflects what Pandora said recently of its listeners and how 70% of the hours spent listening to the service were streamed through a mobile device of some kind.
People aren’t limiting themselves to just one device, either, and since many of the electronic toys you can get your hands on today most likely have internet technologies in them, why should they? The majority of internet radio listeners continue to listen through their computer or laptop at both work and at home, although use of all devices – computer/laptop, smartphones, and tablets – for internet radio services increases when people are at home.
While people may be listening to internet radio a lot more at home, they certainly don’t linger on the same station for too long. 75% of listeners change the radio station at least one time daily on the same service. Another 64% change internet radio services at least once a day. Apparently many of you (righteously) don’t think that The Seekers should be included in that radio station you seeded on Twisted Sister.
And does it come as any surprise that while people are listening to their internet radio stations they’re busy toiling away on Facebook or writing emails or chatting or doing a little online shopping? Nope, it doesn’t. Still, people aren’t exactly sold on the over-sharing of their music on social networking sites. Even though most people might be diddling around on a social networking site while listening to internet radio, 68% don’t like to see what other people on these sites are listening to. Additionally, only 35% of listeners actually share their internet radio profile on social networks. And while a strong majority of people don’t really care about what you’re listening to, an even larger contingent – 73%! – don’t want other people to see what they’re listening to.
So really, to all of you Spotify users who automatically post each song that you’re listening to onto Facebook? Most people really don’t care to see that you’re listening to the Sleigh Bells this afternoon.
The full report can be seen here.