The internet phenomenon is definitely happening. As online listening increases, radio and the web again interact well. According to Scarborough s study, fully 17 percent of internet users listen to web-based radio while they are online. Moreover, those folks tend to be quite web-savvy and accustomed to buying online. About 65 percent of them have been online for at least three years.
Radio is, in many ways, a natural complement to the internet.
People not only use both media, but they often use them simultaneously. Listening to the radio is a passive activity, and using the internet is a lean-forward activity. All you have to do is walk through any work area and you know that s the case. They re listening to radio either through a traditional radio aperture or via a webcast. You can t work on the internet and read the newspaper at the same time.