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Radio and CDs Still More Popular than MP3s, Finds Study

Believe it or not, digital media and iPods aren't the most popular way to consume audio entertainment. In fact, it's not even close. The most popular source of audio media, according to the Council for Research Excellence (PDF), is good ol' broadcast radio.

According to the study, which followed around 300 adults in five U.S. cities, some 77-percent of Americans listen to some broadcast radio on any given day. Compare that with the second place source, CD and cassettes, which only 37-percent listen to on a daily basis, and you've got an utter dominance of the market. Portable media devices like the iPod didn't even come in third. Despite garnering most of the media attention, MP3s were beaten out by radio, CD, and even satellite radio.

Granted, digital audio was broken down into more specific categories than other media. According to the study, 12-percent of users listened to portable media players, 10-percent listened to audio files on a computer, and 9-percent listened to streaming audio (which includes online radio).

However as CNET is quick to point out, there is plenty of overlap in usage. 82-percent of people who listened to a digital audio player also listened to broadcast radio. The study also didn't specify what the participants were listening too. Matt Rosoff, at CNET, speculates that people who listen to music on an iPod might be relying on radio for news, sports, and other talk radio, which wouldn't be completely surprising, given last year's Pew Research poll that showed news radio enjoying a small resurgence in popularity. [From: CNET and Nielsen]
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