According to "Bridge Ratings Radio Format Perceptual - Spring 2006," digital media is definitely changing radio listening habits. But it's not a simple equation. Direct replacements like Satellite radio and internet radio result in LESS music listening. But other channels like P2P, Podcasting, and MP3 Downloads generate MORE listening. The results support the contention that increased music distribution channels help to popularize music and result in greater consumption. Indeed most P2P research show that it is used to preview new music and buy more digital downloads and CDs.

The survey also looked at listening by music genre and reported the following.

" * Listeners to Adult Hits radio stations spend more time with traditional radio than they do with any of the digital options listed."
" * However, Preference 1 listeners (or those that consider Rock radio to be their favorite) who also have satellite radio subscriptions spend less hours per week with their terrestrial favorite than they do with their satellite radio, MP3 player or listening to music on the Internet. Cumulatively, this negatively impacts rock radio listening more than any other format listed."
" * Listeners who consider their Urban formatted station their favorite tend to spend more time with their MP3 players in a typical week than they do with their favorite terrestrial Urban station."

"Second to rock radio, Contemporary Hit Radio experiences a significant negative listening due to primarily heavy use by its P1's to their MP3 players. "