While Arbitron’s analysis paints a fairly rosy picture of the state of radio, their stats confirm several industry trends that may cause concern for traditional radio broadcasters:
- More and more people are getting portable media players. The percent of Americans that have portable media players grew from 22% to 30% in the last year.
- Many portable media player owners listen to less radio. Arbitron reports that about a third of those that own iPods or other portable media players listen to less radio as a result.
- Podcasting is one of the few audio platforms seeing significant growth. Awareness of podcasting has lept ahead of HD radio, and its audience is catching up with Internet radio’s audience.
- The audience that traditional media is losing to Internet media tends to be young and affluent.