Twenty-four percent of persons age 12 and over have, at some point, listened to an iPod, iPhone or other MP3 player while connected to a car stereo.
That’s according to the new “Infinite Dial” national survey from Arbitron and Edison Research. The companies are teasing out results prior to full release next week.
The new study showed that 44 percent of Americans ages 12 and older own an iPod or MP3 player. Among that group, 54 percent have connected their players for listening in the car.
“The car is clearly a crucial battleground for people’s attention,” stated Edison Research President Larry Rosin, “and our study shows that most of those who do listen in this fashion do so more than once a week.”