Study: More Young Adults Tuning Out Terrestrial Radio While Driving

Lauren Indvik2013-04-02 15:53:39 UTC

Turn on and tune out: More young people (ages 13 to 35) are listening to Internet radio in their cars, despite the broad and ready availability of AM/FM radio.

According to a study released Tuesday by the NPD Group, that demographics spends 23% of weekly music listening time using online streaming radio services like Pandora and Spotify, up 17% from just a year ago. The amount of time listening to Internet radio now matches the amount of time spent listening to AM/FM radio, which declined 2% over last year. Approximately one in five Pandora and iHeartRadio users are streaming radio from those services while driving, and 51% percent of those who use streaming services said they do most of their music listening in cars.

Mobile is a popular venue for listening to streaming radio as well. More than half of Pandora and iHeartRadio users employ their mobile devices to access those services.

Of the Internet radio services available, the free version of Pandora leads in popularity, with a 39% share of streaming music usage among ages 13 to 35. iHeartRadio comes in distant second with an 11% share, followed by the free version of Spotify (9%) and Grooveshark (2%). No paid music service had greater than 2% share.

AM/FM radio is still dominant among older listeners (those 36 and up), accounting for 41% of weekly music listening time. In that demographic, just 13% of weekly music listening time is spent with Internet-based radio services.

Image courtesy of iStockPhoto, gaspr13

Topics: Business, iheartradio, internet radio, Media, pandora, radio, spotify, Travel & Leisure if(window.pageChanged) window.omni({"channel":"business","content_type":"article","top_channel":"business","content_source_type":"Internal","content_source_name":"Internal","author_name":"Lauren Indvik","age":"0","pub_day":2,"pub_month":4,"pub_year":2013,"pub_date":"04/02/2013","isPostView":true,"post_lead_type":"Default"}); metaData = {"link":[["canonical","http://mashable.com/2013/04/02/internet-radio-study-npd/"],["image_src","http://rack.3.mshcdn.com/media/ZgkyMDEzLzA0LzAyLzNmL2NhcnJhZGlvaXN0LjM2OTg5LmpwZwpwCXRodW1iCTcyMHg3MjAjCmUJanBn/3ab7a758/e3f/car-radio-istock.jpg"]],"meta_property":[["og:url","http://mashable.com/2013/04/02/internet-radio-study-npd/"],["og:title","Study: More Young Adults Tuning Out Terrestrial Radio While Driving"],["og:type","article"],["og:site_name","Mashable"],["og:image","http://rack.3.mshcdn.com/media/ZgkyMDEzLzA0LzAyLzNmL2NhcnJhZGlvaXN0LjM2OTg5LmpwZwpwCXRodW1iCTcyMHg3MjAjCmUJanBn/3ab7a758/e3f/car-radio-istock.jpg"],["og:article:published_time","2013-04-02T15:53:39Z"],["og:article:modified_time","2013-04-02T16:22:26Z"]],"meta_name":[["description","Young music listeners are spending more time than ever listening to online streaming radio services like Pandora and Spotify, in their cars and on mobile."],["keywords",["radio","pandora","internet-radio","spotify","iheartradio","uncategorized","business","media","travel-leisure"]],["twitter:title","Study: More Young Adults Tuning Out Terrestrial Radio While Driving"],["twitter:description","Turn on and tune out: More young people (ages 13 to 35) are listening to Internet radio in their cars, despite the broad and ready availability of AM/FM radio. According to a study released Tuesday by..."],["twitter:image","http://rack.0.mshcdn.com/media/ZgkyMDEzLzA0LzAyLzNmL2NhcnJhZGlvaXN0LjM2OTg5LmpwZwpwCXRodW1iCTU2MHg3NTAKZQlqcGc/5be5cc78/e3f/car-radio-istock.jpg"],["twitter:site","@mashable"],["twitter:url","http://mashable.com/2013/04/02/internet-radio-study-npd/"],["twitter:creator","@mashable"],["twitter:card","photo"],["twitter:image:width","560"],["twitter:image:height","750"]],"short_url":[["short_url","http://on.mash.to/Xo19mF"]]};

View the original article here