Net radio matches AM/FM for music listening among 13-35 crowd, says NPD study

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Issue Date: 
Apr 3 2013 - 12:50pm

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The NPD Group looked at music listening in a younger (13-35) age range and found "Internet radio services accounted for nearly one-quarter (23%) of the average weekly music listening time," up from 17% a year ago. This nearly matches the 24% that AM/FM attracts for music listening among this age group.

NPD's Music Acquisition Monitor study ran during the fourth quarter of 2012.

More than half of Pandora and iHeartRadio listeners regularly use their mobile phone to listen, and about 20% of those listen in the car.

Not surprisingly, Pandora is winning the race among services. 39% of the 13-35 set regularly listen to Pandora's free streams (2% subscribe to Pandora's premium service). IHeartRadio attracts 11%, Spotify's free radio service 9% (no other competitor hit higher than the 3% mark).

Net radio accounted for just 13% of music listening in the 36-and-older set in the study.

"Driven by mobility and connectivity, music-streaming services are rapidly growing their share of the music listening experience for teens and young adults, at the expense of traditional music listening methods," said NPD SVP/Industry Analysis Russ Crupnick.

Crupnick will present his company's research this Sunday at RAIN Summit West in Las Vegas. NPD Group's Music Acquisition Monitor study is available here.

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