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RAIN 8/3: Bridge Ratings studies Net radio's popularity across "lifestyle clusters"

Posted on: 08/03/2010


A new study from Bridge Ratings found that Internet radio, as found in previous studies, is most popular among young people, urbanites and those with high levels of income and education. The study looked at media consumption across different “lifestyle clusters.” Internet radio, for example, is most popular among the “Bohemian Mix” and “Young Influentials” clusters.

“Internet radio’s broad national acceptance is fueled by the lifestyle clusters where it excels,” writes Bridge Ratings. “However, across all [67] current defined lifestyle clusters, Internet radio over-indexes in 20 clusters.”

Jennifer Lane of Audio4Cast observes (here), “This is an insightful study that provides Internet radio with forceful data for encouraging advertisers to invest. Sellers should target advertisers who clearly define their consumers to include these groups.”

It’s interesting to note that the same clusters that enjoy Internet radio also are heavy users of smartphones, social networks and mp3 players.

From broadcast radio’s perspective, Bridge Ratings urges that “rather than thinking of these alternatives as competitors, it is important to view them as valuable tools that will enable traditional radio operators to reach today’s migratory media consumer.” Bridge Ratings has more on their study here.


Google’s Android mobile operating system is closing in on the BlackBerry as the best-selling smartphone OS in the United States. Android’s share of new customers was only 6% behind BlackBerry in the second quarter of 2010 (27% versus 33%), up from a 33% gap in the fall final quarter of 2009. In other words, Android is growing fast while BlackBerry shrinks. The San Jose Mercury News has more coverage here.

BlackBerry hopes to gain some traction with new devices and a flashy new operating system both announced today (Engadget has more here).


Cloud-based music service Rdio launched yesterday, providing access to around 5 million songs for $5 a month. The service is “a sort of hybrid of internet radio and music player,” writes VentureBeat. For $10 a month, users can even have Rdio’s music streamed to their mobile devices.

“A service like this could mark the end of buying songs and albums individually and, as such, has real potential to shake up the music industry,” writes VentureBeat (here).


A new plan from the Metropolitan Transportation Authority in New York would bring cell service and Wi-Fi access to some New York subway stations within 2 years, and all stations in 4 years. “Provided the tunnels are wide enough and the stations are packed close enough together,” writes Wired (here), “it’s possible that some commutes will enjoy uninterrupted service.”

That would mean Net radio, through smartphones and other mobile devices, could reach subway commuters — some of the people who make up Net radio’s core “at-work” listener base.

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