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Audio Listeners Use Radio for Content More Often Than Other Audio Services
New study released at Radio Show 2011
Raleigh, NC, September 22, 2011 - According to a new study released by Harker Research, Radio's Future: Listeners and Content, broadcast radio still holds the top spot for today's audio consumer given the changed landscape when it comes to the number of available audio devices and how consumers use them. While it may appear that broadcast radio is getting pressure from newer audio devices and delivery options such as streaming, listeners aren't looking to replace the convenience and local connection that radio delivers.
Radio's Future: Listeners and Content, which debuted on Friday, September 16th at the Radio Show, produced by the Radio Advertising Bureau and National Association of Broadcasters in Chicago, focused on the media day of today's audio consumer, how their media usage has changed, and what they expect from media devices in the future.
Here are some key findings of Radio's Future: Listeners and Content:
- Listeners are Media Multi-Taskers.
- Listeners are still tuning in to radio... just with many more devices than before.
- Audio consumers are streaming in record numbers - and listening to many local radio stations.
- Broadcast listeners prefer their P1 station to Pandora.
- With so many choices, no audio source is "irreplaceable".
- Convenience is key to radio's success and listeners expect broadcast radio on every device.
- Radio's social interaction remains important. It has just moved to the web.
- Local information and personalities drive media consumers to radio.
"An increasing number of available audio options isn't a zero sum game," said Glenda Shrader Bos, Managing Partner, Harker Research. "Our research shows that the increase in options is driving people to listen more. Streaming doesn't replace the local aspect and convenience that broadcast radio offers listeners."
"We were excited to work with Harker Research on this study. It was important that we share insights into broadcast radio's strength and the complementary impact of online audio consumption," stated Jeff Haley, RAB's President and CEO. "This study continues to prove the power of radio's brands in the changing media landscape."
How the study was conducted:
A survey of 500 men and women between the ages of 18-49 were conducted in Chicago, New York, Raleigh, San Francisco, and Tampa. In addition, we have conducted over 25 Triads, IDIs, and Focus Groups regarding media consumer trends and media advertising in the past year. The qualitative and quantitative segments of the study were conducted in a hybrid fashion- online and over the phone. Respondents were required to listen to at least 30 minutes of radio a day.
Download a copy of the presentation Radio´s Future: Listeners and
Content here.
About Harker Research: Harker Research is a full service market research firm that provides state-of-the-art, actionable research to industries specializing in media/entertainment worldwide. We have a professional staff of statisticians, sociologists, consultants and management specialists and an in-house Research Center. In addition to our innovative research methodologies, including hybrid studies conducted both online and over the telephone and Real-Time Meters, we offer customized research packages that fit the needs of every client.
Media Contact: Amy Green, Harker Research, 919-954-8300, Amy@harkerresearch.com
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