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“Should my station stream?” Duh.

Interaction with Radio Websites Growing

A recent survey of almost 35,000 MediaSpan Network site visitors finds that local radio station website visitors actively accessing their local sites to stream music and download podcasts. Fifty percent of all site visitors across all formats and demos go online at least monthly to stream their favorite station and 11 percent download podcasts.

Talk has the most active downloaders of podcasts. Twenty-four percent of visitors to “Sports Talk” stations go online at least weekly to download podcasts of their favorite programs while “News Talk” falls closely behind with 22 percent.

Younger skewing formats also fare well in the podcasting arena, as CHR/Top 40 stations had the highest percentage of “occasional” downloaders (at least once monthly) at 53 percent, closely followed buy CHR/Top 40 at 50 percent.

Half of all visitors to “Adult Rock” and 43 percent of listeners to “Modern AC” visit their local station websites to stream music at least weekly (the highest among any format). According to MediaSpan, since these formats also tend to skew heavily female online (61 percent and 80 percent respectively) plus have a high proportion of people between the ages of 30-44, (44 percent and 51 percent) one might consider “at work moms” the most active radio streamers.

[thanks to Tom Asacker for the tip]

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