Shared Listening Understanding that it is likely most consumers of terrestrial radio use more than one device during the course of typical day, the study also probed the sample by asking "Of the following, which do you use on a daily basis?" (AM/FM radio, HD Radio, Cell Phone, Satellite Radio, Internet Radio (all forms)). The sample breakout showing daily device use in addition to radio looks like this: 
Cell phones still consume the most time for listeners to traditional radio - 89% say they use one every day. MP3 players ranked second with 44%. With all the devices at their disposal, which is their primary mobile medium, the one they use the most each day? 
Their AM or FM radio stations are still the primary daily device of 30% of the sample. Cell phones placed second with 28% of the sample. This chart does reveal the overall attrition trend for terrestrial radio which experienced a 9% drop in primary preference. Cell phones (with the increasing penetration of smartphones) and Internet radio show significant growth. |