Internet Radio Users Growing along with Social Networking

Implications: A new study released by Arbitron and Edison Media Research indicates Internet Radio audiences are growing, but with some interesting twists.

Analysis: A new research report indicates that Internet radio audiences are up 2% from last year to an estimated 33 million people, but perhaps the most interesting finding is that these listeners are one and a half times more likely to have a page on a social networking site like MySpace or Linkedin.  Some implications of this study--

According to a separate RADAR audience study released by Arbitron this week, AM/FM radio reaches an estimated 235 million listeners a week.  That's almost eight times the size of Internet radio, but we know the audience is shifting, especially among younger listeners.

Second, we can infer that a large portion of the Internet radio audience is made up of younger audiences who spend considerable time with their social networking pages.  The study recognizes them as "power users" who log on their sites several times a day.  As a college professor, I see this routinely in the hallways and before/after classes.

Third, this study illustrates again why the radio industry needs a comprehensive digital strategy for every station.  Stations should be reaching out to these audiences via Internet radio advertising and developing their own social networking sites, such as sites for key personalities and station promotions.

Radio has to figure out how to embrace the digital world to enhance its core listener base in order to grow audiences and revenues.