Edison Research data indicates that while among all Americans 13+, 38% of time is spent listening to audio on a mobile device, and 30% of time is spent listening to audio on an AM/FM radio receiver, when it comes to rural Americans, AM/FM is just as important. Edison says that
the popularity of mobile devices for audio listening is the most dominant in urban communities. Within that audience segment, 40% of time is spent listening to audio on a mobile device, vs. 28% of time spent listening on an AM/FM radio receiver. The mobile device also holds a strong lead in suburban communities, with 36% of time spent listening on that device compared to 30% of time on a radio receiver. However, the radio receiver is strongest in rural communities where it matches the listening time of the mobile device, each receiving 34%.
