Radio listening in multimedia homes

Date of publication: June 15, 1999

Company: Ipsos MRBI


This paper considers the use of radio in multimedia homes. These are defined as homes that have access to additional television channels via cable or satellite and those that have access to the Internet. Data on quality of viewing/listening derived from the Quest audience appreciation panel is compared for different types of household. The analysis of appreciation data is supplemented by analyses of other audience measurement data from the United Kingdom and ad hoc questions asked of panel members. The conclusion is that those who have access to the Internet are quite different from those who have subscribed to additional television channels in terms of the ways in which they use radio. In general use and appreciation of radio services is less likely to be influenced by the growth of the Internet than is the case for television.

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