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Survey 28: Race, Religion, and Portable MP3 Players.
Understanding "who" is in the online radio audience means
we have to get personal. Survey 28 did, and 1,898 online
radio listeners opened their lives for your inspection.
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Numerous reports give details on the percentage of
Blacks, Asian,
Caucasian, etc., that are online. Few, though, show composition
of the online audience by race. (The only paper I could find was
from Nielsen//NetRatings, dated July 16, 2002. It reports the US
online population being 7.2% Hispanic, 2.3% Asian or Pacific
Islanders, 89.6% Caucasian, and 7.4% African American.
)
While not an apples-to-apples comparison, RRadio Network's
Survey 28 asked "Are you..." followed by a choice of nine
groups from the CIA World Fact Book.
Our next question concerned religion.
RRadio Network Survey 26 determined 62.8% of our audience
resides in the United States. With this in mind, notice the
The World Fact Book's reporting of US population by religion.
52% Protestant
24% Roman Catholic
2% Mormon
1% Jewish
1% Muslim
10% other
10% none
We asked our global audience "Are you..."
See Survey 27 Results
Here.
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RRadio Network stations aggregate audience
for sale to advertisers. We define listeners by
running a continuous survey across the network.
Surveys are branded to the serving station.
Portable Music Players
MP3 music players are the rage.
You read about them in every publication,
and are left with the impression everybody
has one (mostly Apple's iPod).
Survey 28 shows, of 1,898 online radio listeners,
67.7% "do not own" an MP3 Player.
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* As % of Response |
Of persons reporting they
own an MP3 Player * |
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Apple iPod |
22.1 |
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Sony |
14.2 |
|
Rio |
8.1 |
|
Creative Labs |
7.9 |
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Panasonic |
4.5 |
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iRiver |
4.1 |
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RCA |
3.8 |
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Philips |
3.2 |
|
ACER |
1.5 |
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Archos |
1.3 |
|
MPIO |
0.5 |
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Sharp |
0.3 |
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Digisette |
0.3 |
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Eiger Labs |
0 |
|
Other |
27.3 |
Demographics of MP3 ownership:
RRadio Network conducts the only continuous
survey of online radio listeners.
Advertisers may reach this upscale highly-defined
audience with one order, and one invoice.
Contact: Ken Dardis
440-564-7437
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