Radio Still Dominates In-Car

The Arbitron National In-Car Study finds that 96% of those who have driven or ridden in a car in the past month have used the car radio.  58% have used the CD player, 55% a cell phone, and 47% a cassette player.  More than 80% of 35-64 year olds say they spend most of their time with radio.

Highlights of the Arbitron National In-Car Study

• Americans are in their cars an average of 15 hours per week, up 14% from 1990 to 2000.

• The average commute to work is now 51 minutes round trip.

• 39% say they spend more time in the car now than a year ago.

• The greatest percentage of increase in time-spent-commuting is often in small and medium size markets.

• In-car listening averages 2 hours and 12 minutes weekdays, and 2 hours and five minutes weekends.

• Men spend more time in cars on weekdays.  It's about even between men and women on weekends.

• Since 1999 in-car radio listening has increased.

• 43% say they leave their car radio set to one station.

• Almost all in-car listening is to pre-set stations.  People rarely change their pre-sets.

A great deal of shopping occurs on the drive home from work.  Afternoon commercials on radio can produce immediate results.