Mobile devices have surpassed traditional AM/FM radio receivers as the leading device for in-car audio consumption among Americans ages 13-34, according to new Share of Ear data from Edison Research at SSRS. The research shows consumers in the age group now spend 46% of their daily in-car audio time listening through a mobile device, compared with 43% through an AM/FM radio receiver.
The three-point advantage for mobile represents a dramatic reversal from earlier Share of Ear measurements. Edison says there was once a 47-point gap between the two devices in favor of the traditional radio receiver.
The findings measure the device used for listening rather than the source of the audio content. Edison noted that some listening through mobile devices consists of streams from AM/FM radio stations. The latest data follows Edison’s recent finding that AM/FM radio continues to account for the majority of ad-supported in-car audio time among 13-34-year-olds. The new analysis broadens the measurement to all audio listening and focuses specifically on the devices used to consume it. Edison said the shift reflects the long-term rise of smartphones as a primary audio consumption device, a trend that has now extended to younger listeners’ in-car habits.
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