A new research paper by the Council for Research Excellence dispels many
myths about how people now listen to music. The study uses data from AC
Nielsen to determine how adults use radio and other forms of audio. Among
the myths debunked …
• Myth #1: People Don't Listen to Radio Anymore. Broadcast radio by far
has the broadest reach (79% of adults 18+) as a source of music, and
commands the most listening time (average of 122 minutes per day).
• Myth #2: Young People Listen to Radio Far Less than Older Adults. As
well as older adults, 79% of 18-to-34 year-olds listen to broadcast radio.
They average 104 minutes per day.
• Myth #3: Nobody Listens to CDs Anymore. CDs are second behind broadcast
radio as a source of music, with an average listening time of 72 minutes
per day by users. CDs represented 16% of daily music listening time in the
study.
– Billboard.biz
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Wayne Kelly
