LONDON (CelebrityAccess MediaWire) – 48% of adults in the United Kingdom tune in to audio or radio from an online source on a weekly basis, making for a national audience of approximately 25 million, according to recent market research from AudenceNet.
The survey of 3,000 UK adults (aged 15 and over) found that the weekly reach of online audio and radio is greater amongst males (51%) than females (45%), and is highest amongst young people (75% of 15-24 year olds and 59% of 25-34 year olds).
The research was conducted through Audiometrics, a new service from London-based market research agency AudenceNet, that specialises in audience research, data analysis of the radio and online audio sector.
"These new figures help to highlight just how mainstream listening to audio in a digital environment has become – and how vibrant a sector this is," said IAB Editorial Manager Stuart Aitken, Chair of the IAB's Audio Council.
Interactive Advertising Bureau, a trade association of media and technology companies estimates that the total net advertising expenditure within the UK online audio sector totaled £25m-£30m in 2011. – CelebrityAccess Staff Writers