Pandora: 70% of listening hours on mobile devices

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NEW ORLEANS--Pandora has surpassed 150 million registered U.S. users, with 100 million of them accessing the streaming music service via smartphone or tablet, the firm's president and CEO Joe Kennedy announced here at CTIA Wireless 2012.

More than 70 percent of Pandora listening hours now take place on mobile or other connected devices. "The phone is always with you, and that changes lots of things," Kennedy said. He added that Pandora is also available across 18 automotive brands and in 48 current vehicle models. "All automakers are rolling out Pandora integrations into their vehicles moving forward," Kennedy said.

Total Pandora listener hours reached 1.06 billion in April 2012, up 87 percent from the same period a year ago. Pandora's share of total U.S. radio listening was 5.95 percent, an increase from 3.11 percent a year ago, and active listeners topped 51.9 million, a 52 percent jump.

The mobile music category remains a leading driver of mobile media revenues and will yield $16 billion in 2012 revenues, corresponding with 11.6 percent of consumer spending, according to a recent Strategy Analytics report. The firm states that mobile music spending behaviors are changing rapidly, with ringtones declining sharply and streaming services like Pandora, Spotify and Deezer gaining traction in the U.S. and Western Europe.

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