Wall Street’s Coady Diemar Partners has released a survey sharing what we’ve been seeing for a while now: “Radio listening is gradually becoming more mobile.” Away-from-home listening has grown to 64% of all listening, up from 59% ten years ago. Analyst Chris Ensley says Arbitron “stopped reporting the breakout of in-car and at-work listening when measurement migrated to PPM.” But he’s got a chart showing that “a greater share of listening was taking place in the car than ever before.”
As for the Internet radio sector, he concludes that it’s “powered by Pandora,” with the Oakland-based Internet audio service now producing 3.1 billion listening hours a quarter. Last year’s introduction of European-based Spotify “seems to have had very little impact on Pandora’s listening.” Looking at May 2012 Internet listening versus a year ago, it’s up 72%, with 85% of the incremental listening going to Pandora. Internet radio is also going more mobile. The way the patterns look, “terrestrial radio is increasingly taking place in cars, and Internet radio is increasingly taking place on smartphones and tablets.”
[via Radio-Info]
