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Study: Internet-Only Radio Grows

But terrestrial radio also holds its own, AMS finds

Internet-only radio is gaining ground as a way to discover music while terrestrial radio is holding its audience, according to a survey from American Media Services.

In talking to 1,000 Americans by phone during the end of March, OmniTel pollsters found that 27 percent of participants say they have listened to Internet-only radio on an Internet site. This includes 47 percent of young adults 18–24 and about 34 percent of those under the age of 50.

But even as new media, such as Internet-only radio, continue to gain in popularity, regular radio is maintaining its audience. In the latest AMS survey, 73 percent said they are listening to the radio about the same as or more than they did five years ago.

The way of receiving online radio is also rapidly changing, the companysaid. Nearly half the homes in America now have WiFi, or wireless Internet service, the AMS survey found. Home WiFi service increased from 37 percent in the September 2008 survey to 48 percent in the current survey.

More Americans want Internet service in their car. The number of participants expressing such interest increased from 37 percent in the September 2008 AMS survey to 46 percent in the latest AMS radio survey. Generally, they prefer to have free access to Internet-only radio. However, nearly 23 percent said they are willing to pay a monthly subscription charge of $8 or less to listen commercial-free.