A new study from Arbitron and Telephia profiles current users and explores motivations that can drive increased use of mobile digital audio.
The Mobile Audio Media Study reveals that roughly six percent of mobile subscribers say they have listened to audio content on their mobile phones in the last 30 days. In addition, the profile of today’s typical phone-based audio user is classic early-adopter: 63 percent of these users are men, and 71 percent are in the 25- to 44-year-old age group.
Not surprisingly, current mobile audio users are media enthusiasts. They spend more time than the general mobile population on nearly every media and entertainment activity. The exception: current mobile audio users report spending significantly less time per day watching TV than do typical wireless subscribers.
Download The Mobile Audio Media Study (PDF)