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Mobile and web radio listening growing strongly among women, Alan Burns & Associates study finds

Friday, July 13, 2012 - 12:00pm

Stats from Alan Burns & Associates new study of women radio listenersOverall radio listening isn't decreasing, according to new research, it's just migrating to the Internet and especially to mobile devices. A study by Alan Burns and Associates of more than 2,000 female radio listeners, aged 15-54, found that daily listening to AM/FM radio -- no matter the device -- is up around 2% year-over-year.

Looking deeper into the numbers though, daily listening to AM/FM on a radio is down 24% year-over-year, while listening to AM/FM online is up 282% and listening on a mobile device grew a whopping 750%.

In other words, increases in digital radio listening are apparently more than making up for traditional radio listening's lost ground. Those gains might be larger if one were to include web-only music streams, which nearly half of those surveyed said they listen to at least weekly.

However, AM/FM listening on radios remains a juggernaut: 86.6% of the women surveyed said they listen to AM/FM on a radio on a weekly basis. And listening to AM/FM on a radio is still more than twice that of listening to AM/FM via the web and on mobile devices combined.

Alan Burns & AssociatesBut online, "custom music streams" are slightly more popular than AM/FM simulcasts among the women surveyed: around 49% of those surveyed said they listened to cusom music streams on a weekly basis (up from 39% in 2011), compared to around 43% who said they listened to AM/FM web simulcasts on a weekly basis (up from 34% in 2011).

The fastest growing area, unsurprisingly, appears to be mobile. Nearly 50% of the women surveyed said they had downloaded a radio app and 26.2% listen to mobile radio at least weekly (up from 15.4% in 2011). And time spent listening to AM/FM on a mobile device reportedly grew around 400% year-over-year.

Just under half of those surveyed agreed with the statement, "I can foresee a day when I won’t need or want to listen to music on radio because I can get it online and/or on my phone," (compared to around 37% who agreed with the statement in 2011).

You can find the results from Alan Burns and Associates' study ("Here She Comes 2012 - Insights Into Women, Radio, and New Media") right here (PDF).

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