On the heels of its acquisition of Arbitron, Nielsen has added audio measurement to its mix, including some data on radio listening to its latest cross-platform report. According to Nielsen, more than 9 in 10 Americans listen to radio on a weekly basis, with those figures highest among Hispanics (94%) and African-Americans (92%). Interestingly, a comparison of user demographics reveals that radio’s adult audience has a very similar age profile as mobile’s audience.
Specifically, 12.8% of AM/FM radio’s adult audience is in the 18-24 demographic, exactly the same percentage as with mobile’s audience. Moreover, 34.8% of the AM/FM radio audience is aged 25-44, as is 34.5% of the mobile audience. Read the rest at MarketingCharts.