The third collaborative study from Arbitron and Edison Media Research reveals a strong correlation between listening to audio online and engaging in other e-activities, such as making online purchases and bookmarking Web sites. Online radio listeners prove to be much more likely to have actually visited and/or bookmarked a radio station Web site than people who do not listen via the Web. Study III proffers 27 key findings—more than either of the previous Internet Studies—and seven recommendations, all designed to help broadcasters (and advertisers) take advantage of these unique habits exhibited by “streamies” (consumers of audio and video webcasts).
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