The number of Americans who listen to radio online has increased from 29 million listeners one year ago to 33 million this year according to Arbitron and Edison Media Research.Thirteen percent of American listened to online radio in the past week; an increase of two percentage points from January 2007.
Sixty-three percent of online radio listeners have a profile on social networking sites such as MySpace, Facebook or Linked-In. One-third of online radio listeners with a social network profile visit their social networking site nearly everyday or several times a day.
The most popular social networking sites among online radio listeners are MySpace and the business networking site Linked-In. Twenty-eight percent of online radio listeners have a MySpace page and 24 percent have a profile on Linked-In.
"Social networking is clearly not about creating exclusive, self-enclosed communities," said Diane Williams, senior analyst, custom research for Arbitron.
"We found that online radio listeners are more than one and half times more likely to have a profile on a social networking site as compared to average Americans and that they tend to be power-users with one-third of online radio listeners logging on to their social networking site nearly every day or even multiple times per day.
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