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Mobile Internet, broadcast radio listening running neck & neck

December 2nd, 2011

PandoraMarketers, pay attention: broadcast radio and mobile music listening are neck-in-neck, according to a new survey from -Mobile Posse, Inc.,a provider of mobile home screen CRM.

According to the digital audio experts at TargetSpot, the world’s largest digital audio ad network, not only are consumers listening more at home and in the office, but on tablets, mobile phones and PCs.

And while terrestrial radio remains strong, it’s the online broadcast and/or pureplay stations that are gaining clicks and listenership.

This makes sense to us. If you start using digital music services – whether customized stations, mixes, or cloud-based collections of your own music library – you can get addicted to personalized programming and choices. Some consolidation in the field is likely down the road, though.

Pandora a clear favorite

Similarly, Mobile Posse reports that nearly 60% of consumers listen to music on the go: at home, in the office, on their commute, and at the gym. When it comes to online music services, 35% of consumers choose Pandora as the clear favorite, followed by Rhapsody, Last.fm, Spotify and Slacker.

Personally, we still prefer Pandora ourselves. To some extent, that may be due to the fact that if was the first of the Internet services we used and we’re familiar with it and have it set up to our satisfaction.

We tried Spotify and found it less intuitive to use and dislike anything that makes us sign-in via Facebook. We’ll decide what we want to share about media we like. We don’t need Spotify or Facebook doing it for us.

While 89 million weekly listeners tune into online radio, according to Mobile Posse’s survey, many are not willing to pay for a music service. 63% of consumers would consider paying for a music service, while nearly 20% adamantly refuse, preferring free ad-supported music.

We’re still considering paying for one of the music services we use (in our case, Pandora, which is still our favorite customizable Internet radio service, or Radio I/O, which does deliver a good quality stream). Even without paying, these (and other online radio services) provide excellent products. We went so far as to buy a small portable Internet radio that also receives regular FM broadcasts (a Pocket WiFi Internet Radio. We also listen on our new Kindle Fire (via a Pandora app) and our music stored in Amazon’s cloud).

“Mobile is becoming a clear leader in music consumption, as it provides numerous channels for listening to and discovering new music,” said Nathan Hamme, Analyst with Mobile Posse.

“Between already available music apps, streaming radio, podcasts and personal music libraries, consumers find drastically better customization and portability in this new generation of mobile phones. And when it comes to empowering users to discover new music, mobile must be a key aspect in any promoter’s marketing arsenal.” — Allan Maurer

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