Rapid growth in broadband Internet access will make streaming med...
Rapid growth in broadband Internet access will make streaming media even more attractive for consumers and make it even more important that broadcasters become involved in streaming media, Arbitron and Edison Media Research said in joint study released Fri.…
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at Radio Ad Bureau conference in Dallas (CD Jan 31 p6). Study said 13% of households had broadband access by end of 2000 and another 13% planned to get it in next year. Study, based on more than 3,000 telephone interviews, said 49% believe streaming video was “very easy” on broadband, vs. only 26% on narrowband, and of those online, more than 20% have used streaming media in last month. Following up on earlier statements that 33% of online households would give up TV rather than Internet if forced to choose, Arbitron said figure grew to 50% among those age 12-24, and 47% among those who regularly used streaming media. Other findings in report included: (1) Home Internet access grew to 53% of U.S. households in Jan., from 43% year ago. (2) Average time online dropped slightly to just over 7 hours per week from 8 hours per week year ago as more people used Internet. (3) Amount of money spent online grew to $806 million in year ended in Jan., from $650 million year ago. (4) 54% of those listening to streaming audio listened to local radio stations, 39% to stations in other parts of country, 7% to stations in other countries. (5) 39% of those listening to radio stations online said they now listened to same station more over-the-air, while 27% said they listened less over-the-air. (6) Persons who regularly used streaming media averaged about 2 hours per day online.