I was really surprised by the new study by Arbitron, called “Infinite Dial 2008: Radio’s Digital Platforms” showing 33 million Americans age 12 and older listen to web radio, a growth of 14% over 29m last year.
- Thirteen percent of Americans age 12 or older (an estimated 33 million people) listened to online radio in the past week.
- Nearly 25% of all Americans age 12 or older have a profile on a social networking Web site such as MySpace, Facebook or Linked-In, nearly two-thirds (63 percent) of online radio do.
- One-third of online radio listeners with a social network profile visit their social networking site nearly every day or several times per day
- The top social networking Web sites among online radio listeners are MySpace and the business professional networking service Linked-In.
- Twenty-eight percent of online radio listeners have a MySpace page.
- Twenty-four percent have a profile on Linked-In.
From an advertiser’s perspective, this means that social media participants, often the sneezers in social media, are listening online. While I’m not advocating interruption marketing strategies, one could make a strong case for participation in talks shows, podcasts, and other web media events held on web radio srouces.