WebProNews

An increasing number of American workers are listening to online radio while at work according to Arbitron/Edison Media Research.

The number of people who listen to the radio online has increased from 12 percent in 2007 to 20 percent in 2008. During the same period the number of workers listening to traditional radio dropped from 88 percent to 80 percent.

The research revealed that education played a big role in workers choosing to listen to radio online. Thirty percent of college graduates listen to online radio most often compared to 12 percent of non-college graduates.

"For a growing number of people, obviously especially among those whose work is in front of a computer all day, the Internet is simply a better solution for 'radio' listening than a traditional AM/FM Radio," said Larry Rosin, president of Edison Media Research.

"Thus radio stations need to think about the quality of their streams, and promote their streams. After all, on the Internet, the competition is not just the other stations in town; instead the possibilities are essentially infinite."

Marketers should be able to take advantage of the growing online radio audience listening during working hours.