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Myths busted

Old Radio
Nov 11, 2009 Updated Nov 12, 2009

Whether it's broadcast radio or MP3 players, some popular notions about listening in the digital age appear to be a bit off the mark.

How U.S. Adults Use Radio and Other Forms of Audio is the snappily-titled new study by the Council for Research Excellence, and is the result of tracking 752 days of audio media usage in five US cities.

It's good news for radio stations...far from their audiences being in decline, the study found that broadcast radio has by far the broadest reach and commands the most listening time - an average of 122 minutes per day per participant.

Another widely-held notion - that young people don't listen to the radio anywhere near as much as older folks - was also shattered.

The survey found that participants aged between 35 and 54 averaged 107 minutes listening per day, compared with 104 minutes amongst the younger 18 to 34 age group.

Source: The Daily Swarm external link

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