Station switching is prevalent among digital audio users, with three quarters of listeners changing stations on the same Internet radio service at least once a day, and almost two thirds changing to other Net radio websites at least once a day, according to the TargetSpot Digital Audio Benchmark & Trend Study developed by Parks Associates.

This is a critical finding, as advertisers assess how to best leverage the digital audio medium to reach and impact target audiences, the report says.

And engagement with digital audio carries through to online radio websites as listeners interact more than ever with site features – searching for new music and artist or band information, and playing video clips are the most common online activities.

There’s been a digital shift in sharing activities too. Not surprisingly, the ways Internet radio users share music and Internet radio preferences are moving away from word-of-mouth recommendations and towards digital means. In-person recommendations [have] actually decreased 29% while e-mail, texting and links on social network sites [have] all experienced increases,” says the report.

From the article, "How advertisers can leverage Net radio."

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