Abstract:

This paper concerns a new approach to both radio audience behavior amt its measurement in Finland. Finland has earned a recent reputation as a front-runner of new communication technology yet radio listening in Finland is high (in terms of time spent listening per day) compared to other European countries. The average Finnish household has today 1.5 mobile phones 2.3 persons and 3.4 radio receivers. Radio listening today is more mobile and at the same time more individual than ever. Our hypothesis is that “mobile” lifestyle correlates with mobile listening patterns because radio listening is contextual and closely related to the everyday life of the listener. All this might have* an impact on important research issues especially in regards to recruiting the sample and measuring mobile listening.