A escuta de streaming on demand não diminui o consumo de rádio (!?)

«Personalised Online Radio is an online service that uses a music recommendation system. Intelligent software selects music for listeners based on their personal likes and dislikes. Some of the better known examples are LastFM and Pandora. Asked if they were aware of such services, 30% of Internet radio listeners (3.97 million) said that they were.

People who said they were aware of POR were asked how often they used it. Almost a quarter of a million people (247,000) use a POR service everyday, and nearly a million people are weekly users (973,000). (...)

All users were asked if POR had changed how much conventional radio they listened to.

Table 7: Has using POR changed how much traditional live radio you listen to?
Sample size = 71	(‘000s)		(%)
Base = All POR users	1,649		100%
I now listen to…
(5) …much more live radio	46		2.8
(4) …more live radio	70		4.2
(3) …just as much as before	1,171		71.0
(2) …less live radio	189		11.5
(1) …much less live radio	53		3.2
Mean score out of 5		2.91

The table shows a marginal negative effect, which is understandable given that POR is positioned as "personalised radio". However, for 78% of users, POR has not eroded their traditional radio listening, and only 6% admitted that it had made a significant difference – 2.8% listening to much more and 3.2% to much less. »

o estudo: Podcasting and Radio Listening via Internet Survey RAJAR January 2008