NPD Report finds Internet Radio is Making Strides with 13-35 Year-Old Demo

The battle for in-car entertainment is being turned up according to a study by NPD Group. The 13-35 year-old demo clearly shows an unprecedented shift in favor of Internet Radio rather than traditional terrestrial.

According to the study, this demographic spends 23% of weekly music listening time using online streaming radio services like Pandora and Spotify, up 17% from just a year ago and 51 percent reported that most of their music listening was in their cars.

Interestingly enough, mobile is a popular venue for listening to streaming radio as well. “More than half of Pandora and iHeartRadio users employ their mobile devices to access those services.”

It’s also important to note that among older listeners, AM/FM radio remains the dominant form of in-car listening, accounting for 41% of weekly music listening time versus just 31% spent with Internet-based radio services.