That was the headline on one of the stories in the Guardian this week, and it came on the day the radio industry celebrated the best of the best at the annual Sony Awards.

On a poll commissioned by Sony and carried out by ICM it seems the industry has underestimated how many people are listening to audio and radio content on devices other than radios. Here’s some of the key figures:

Three in 10 people listen to radio via the internet
More than four in 10 listen via digital TV
One in five listens on an MP3 or other digital music player
One in eight listens via a mobile phone with a built-in tuner, rising to one in three among 18 to 24-year-olds, a far higher proportion than any other age group

What does that mean to you if your thinking of podcasting or creating some time-shifted content?

It means more and more people are listening using iPod type devices or mobile phones. These devices are hungry for content. The owners of these devices are getting more used to the technology and the ability to create their own radio schedule, something that has big implications for traditional radio. It means that if you have cool, compelling, useful, interesting content, there is a way to get that content to a whole load of listeners.

For a free consultation, call Audemos on +44 (0) 208 144 7597

This entry was posted on Wednesday, May 2nd, 2007 at 3:08 pm and is filed under Podcasting, Radio, Research. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.