Vision Critical Study Shows Online Radio Doesn't Compete with AM-FM Radio

Despite the success of Pandora their gains are not at the expense of terrestrial radio, according to a recent online survey of 1,017 adult Americans conducted by Vision Critical. The results actually show that Pandora listeners report spending 50% more time listening to AM-FM radio than non-Pandora listeners. The study also tells us that Pandora listeners were slightly more likely to say that they are listening to more versus less broadcast radio than they were two years ago, with 24% responding that they are now listening to more radio, and only 22% saying they listen to less. And 26% of online Americans said they listen to Pandora on a weekly basis, while 15% said they listen on a daily basis. Pandora users are also more likely than other Americans to listen to AM-FM radio stations streaming online and on mobile devices. Says Vision Critical SVP of Media and Entertainment Research Jeff Vidler, "Pandora users are musical omnivores who want all the music that they can get, however they can get it. They not only listen to more broadcast radio, they listen to more music on their iPod, on CDs and satellite radio. It's additive. Rather than displacing other ways of listening to music, Pandora is just another way for music fans to indulge their passion for music."