24% of all Americans over age 12 have listened to an iPod, iPhone or other MP3 player while connected to a car stereo according to the new Infinite Dial 2010 national survey from Arbitron and Edison Research. The new national study showed that 44% of Americans 12+ own an iPod or MP3 player. Among that group, 54% have connected their players for listening in the car.
"The car is clearly a crucial battleground for people's attention," said Larry Rosin, Edison Research President, "and our study shows that most of those who do listen in this fashion do so more than once a week."
These findings come from a national survey of 1,753 persons ages 12 and over. This is the 18th in a series of studies Arbitron and Edison have conducted since 1998 on topics relating to the Internet and New Media.
The complete study, "The Infinite Dial 2010 - Digital Platforms and the Future of Audio," will be presented in a webinar on April 8th at 2PM. You can register here.