New Scarborough research shows what the company calls "heavy" users of radio are significantly more likely to use the Internet as a source for entertainment than Americans who listen to less radio.
Fully 40% of adults qualify as "heavy" radio users (though not surprisingly, it's a little "top heavy": 36 million Boomers, 30 million Gen-Xers, and 19 million Millennials). In that group, 62% of Millennials (18-29) and half of Gen X (30-44) say the Internet is their main source of entertainment.
A third of Gen X has listened to Internet radio in the past month (nearly a quarter of Baby Boomers (45-64), and 40% of the youngest set -- see the chart).
Gary Meo, SVP/Print and Digital Media Services, presented the study called "Inside the Minds of Radio’s Heavy Listeners" yesterday, the opending day of the Arbitron 2012 Client Conference. Meo also talked about how vital social media is -- especially to the 18-29 demo.
"The importance of social networking to Millennials cannot be overstated…it is their #1 activity online, by far," he said (as reported by Tom Taylor here). The research reveals 84% of Millennials regularly use the Internet for "social networking". It was also significant for a number of Gen Xers (75%) and even Boomers (56%).
Download Meo's slide deck from Scarborough here.