In a MediaSpan study of 35,000 radio listeners, 11% of all respondents say they download podcasts on a monthly basis. The study found that in nearly every entertainment-driven category, 18- to 24-year-olds are more likely to go online for the entertainment content than any other age group.

“The study clearly showed that on-air radio has a complementary audience, online that is young, affluent, highly attractive to advertisers, and looking for unique content. Stations who can adapt their online programming to meet the demands of these consumers will benefit from higher brand loyalty, greater revenue opportunities and a multifaceted media relationship that goes beyond the radio” says Mark Zagorski, CMO of study sponsor MediaSpan.