If you're a regular reader of this blog, the results are not surprising. While public radio listeners are very loyal, they're not so wedded to the radio part. Internet usage is up, streaming audio is up, podcast consumption is up, and social networking is up. Those 52 and younger use online media more than the 53+ set, but the latter group is increasing their usage as well.
The study breaks down usage by preferred format, and as you might think, AAA (indie rock) listeners tend to use the Internet more. Primarily because they're on the younger side of 52. But even the classical listeners (which tend to average around 60) proportionally use the Internet about the same -- and their usage is growing, too.
So the message is clear. Stations need to concentrate on putting their content on different platforms, and not try to keep everyone huddled around the radio.
And one final thing. Internet usage: 89%. HD Radio: 3%
Day 92 of the WJMA Podwatch.