San Francisco - May 14, 2013 - Online on-demand content provider Stitcher shared the results of a nationwide survey that says younger Americans prefer on-demand viewing/listening to radio, television and movies. The survey also found that 57 percent of American adults believe that by 2018 Americans will primarily listen to streaming radio options versus traditional AM/FM radio. The study surveyed 2,066 U.S. adults, and was conducted online by Harris Interactive on behalf of Stitcher in April 2013.
The survey also found that students may lead the shift to on-demand and streaming media. More than 71 percent of U.S. adults who are students predict Americans will be primarily listening to streaming radio over AM/FM radio by 2018. And, Americans aged 18-34 are far more likely to currently prefer to watch movies, television, and listen to music always or mostly on-demand than their older counterparts.
Additional survey findings include:
■ 52 percent of 18-34 year olds who watch movies, prefer to watch always or mostly on demand.
■ 46 percent of 18-34 year olds who listen to music, prefer to listen always or mostly on demand; this demographic is more than twice as likely to listen to music on demand than 35-54 year olds (23 percent).
■ 41 percent of 18-34 year olds who watch television, prefer to watch always or mostly on demand; this demographic is nearly twice as likely to watch television on demand than those 55 and older (21 percent).
■ 81 percent of U.S. adults who prefer to watch the listed entertainment types (movies, TV shows/programs, music, news, sports) always or mostly on demand do so in order to watch/listen at a later date or time that is more convenient.
■ 68 percent of U.S. adults who prefer to watch the listed entertainment types always or mostly on demand do so because they can avoid commercials/advertising.
The survey was conducted online within the United States by Harris Interactive on behalf of Stitcher from April 12-16, 2013, among 2,066 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.