New York and Somerville, NJ - May 6, 2008 - The Arbitron/Edison Media Research study called Internet and Multimedia 2008 Study has been released, and it shows that more American workers are listening to Internet radio more than traditional radio at work. The study shows that people who are employed full or part time and listen to radio at work has grown from 12 percent to 20 percent over the last year.
Edison and Arbitron note the bigger difference when the data is examined by education. Among college graduates who listen to the radio at work, 30 percent are listening most often via the Internet, as compared to non-college graduates, among whom 12 percent listen most often online.
Edison Media Research states that traditional radio stations should take notice and think about the quality of their streams, and promote those streams.
A total of 1,857 people were interviewed to investigate Americans' use of various forms of traditional, online and satellite media. From Jan. 18 to Feb. 15, 2008, telephone interviews were conducted with respondents age 12 and older chosen at random from a national sample of Arbitron's Fall 2007 survey diary keepers. In certain geographic areas (representing eight percent of the national population), a sample of Arbitron diary keepers was not available for the survey, and a supplemental sample was interviewed through random digit dialing.