Edison research shows at-work radio listeners migrating to Internet-only alternatives

Friday, September 20, 2013 - 9:10am

We previously mentioned Edison Research's "What's Working at Work" study of radio and audio in the workplace. Edision president Larry Rosin presented the study at the Radio Show today in Orlando. The team last took a look at how employees listen in 1997. Probably needless to say, but Internet radio plays a far more significant role 16 years later.

First, a third of the respondents said they listen to Internet radio at work. Almost three-quarters listen on a desktop or laptop computer, but more than half listen on a smartphone (obviously, some use both).

While more people still listen to AM/FM radio at work than Net-only radio, the total number of at-work broadcast listeners is apparently dropping as (some) migrate to online-only options. Half of at-work Internet radio listeners say their listening has replaced time they used to spend listening to broadcast radio (28% say it's replaced time spent with their own music collection, and 22% of Internet radio listeners say it's "new listening").

High spot loads (and competition from Net radio's traditionally lower commercial load) is likely playing a role in that migration from broadcast to Net-only radio, says Edison. Rosin commented, "New options that consumers have for audio have completely changed the notion of what constitutes an acceptable number of commercials."

See slides and respondent interview videos from the "What's Working at Work" presentation here.

Edison to reveal findings of at-work radio usage study at The Radio Show in Orlando

Friday, September 6, 2013 - 11:35am

To tease the debut of its latest research study, Edison Research is revealing one small finding "of potentially great significance:" 26% of at-work AM/FM radio listeners are wearing headphones or earbuds. Among younger employees, the percentage is much higher.

Edison Research will reveal how "at work" radio usage has evolved since it last studied in-office listening 16 years ago. The firm will debut "What's Working At Work?" at the NAB/RAB Radio Show in Orlando on September 20.

Though greater mobile connectivity has moderated this trend slightly, the vast majority of Internet radio listening takes place Monday-Friday, 6a-8p in the U.S., when listeners tend to be near Internet connections for extended periods of time.

Edison Research president Larry Rosin said, "When we fielded our study in 1997, only 16% of workers ever accessed the Internet while on the job. Today the percentage is 73%. This has brought enormous shifts in at-work audio usages."

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