Mobile listening grows twice as fast – Inside Radio

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Radio’s long been a mobile media, and that’s given it a leg up as more media consumption is being done on smartphones.  New data from Triton Digital shows just how quickly mobile is becoming synonymous with streaming for many radio stations.

Despite Thanksgiving week listening declines, internet radio continued its sharp upward trajectory in November with 3.82 million Average Active Sessions in the U.S. during the Monday-Friday, 6am-8pm daypart and 3.16 million during the Monday-Sunday, 6am-midnight time frame. That’s a 25% weekday increase and a 27% total week surge when compared to November 2013.

The steady, ongoing shift away from listening on desktops in favor of mobile devices continued in November — year-over-year mobile listening grew twice as fast as total listening, up 50.7% in the weekday daypart.  More than two-thirds of all streaming listening now takes place on a mobile device (69.2%) up from 62.5% in January 2014.

But some markets are more mobile-friendly than others.  Leading the list are Houston, where 79% of weekday webcast listening occurs on mobile devices.  Close behind are Los Angeles (76%), Dallas (76%), San Francisco (72%) and New York (71%).

How do holidays impact online radio listening?  The Thanksgiving holiday took a bite out of internet radio listening in November.  Total Average Active Sessions fell 30% on Thanksgiving Day and Black Friday during the 6am-8p daypart, according to November webcast metrics released by Triton Digital. That contributed to an 11.3% drop during the week of Thanksgiving when compared to the prior week.

Read complete article via Inside Radio, The Most Trusted News in Radio.

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