In terms of use, Internet radio is the biggest threat to terrestrial radio among new media, followed by MP3 players and satellite radio; however, in terms of listening levels and negative impact on broadcast listening, satellite poses a much greater threat. So says Paragon Media Strategies in a study.
Paragon focused on focused on broadcast radio and the following new media: satellite radio, Internet radio, MP3 players, podcasting and personalized CDs. Among the findings:
A majority of Internet radio listeners are listening to broadcast radio about the same amount;
Three-fourths of MP3 player owners are listening to broadcast radio about the same amount; and 44% of satellite subscribers are listening to broadcast radio less, while 40% are listening about the same.
As for Hours Listening Per Media, half of satellite listeners listen to satellite more than 6 hours a week, three-fourths of MP3 player owners listen under 6 hours per week and almost all Internet radio listeners listen to Internet radio less than 6 hours a week.
In terms of media use, 52% of respondents said they used Internet radio, 20% subscribe or listen to an MP3 player and 8% subscribe or listen to satellite radio.
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Paragon: Satellite, Internet Radio Biting Into Traditional Radio Listening
Paragon: Satellite, Internet Radio Biting Into Traditional Radio Listening
