A new study released today shows that consumer use of social networking web sites is not a youth phenomenon. Apparently now at least half of those living in the United States have social media profiles. 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. This new national survey from Arbitron Inc. (NYSE:ARB) and Edison Research is called “The Infinite Dial 2010: Digital Platforms and the Future of Radio“.

The Infinite Dial 2010: Digital Platforms and the Future of Radio from Tom Webster on Vimeo.

The percentage of Americans age 12 and older who have a profile on one or more social networking Web sites has reached almost half (48 percent) of the population in 2010 – double the level from two years ago (24 percent in 2008).

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(TM), iPhone(TM) 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.

A total of 1,753 persons were interviewed to investigate Americans’ use of digital platforms and new media. From January 25 to February 22, 2010, telephone interviews were conducted with respondents age 12 and older chosen at random from a national sample of Arbitron’s Fall 2009 survey diarykeepers and through random digit dialing (RDD) sampling in certain geographic areas where Arbitron diarykeepers were not available for the survey. Diarykeepers represent 51% of the completed interviews and RDD sampled respondents represent 49% of the completed interviews. The study includes a total of 371 cell phone interviews.

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