Bridge Ratings says more radio listeners are getting information from their cell phones and less from their radios.
The recent study took responses from 3,500 people. The research company says 70% of the U.S. population now owns at least one cell phone. Text messaging dominates as the preferred cell phone service, followed by traffic reports and news/sports updates, “which has shown significant growth in the last 12 months.”
While audio streaming through cell phones is preferred by only 8%, Bridge found, 25% say they would really like to use their cell phones to time-shift on-demand radio content and 30% said listening to some form of radio content on their phones is a “service of interest.”
“The study also reveals how cell phones compete with traditional radio with information content and the radio formats that are most vulnerable to time-spent-listening loss due to cell phone use,” Bridge stated.