SOUTHFIELD, Mich., April 30, 2012 /PRNewswire/ -- In Jacobs Media's new study of core radio listeners, the high-tech revolution continues – but broadcast radio's pathway to success may turn out to be more high-touch.
The media habits of twelve different format core audiences are examined in the largest technology survey ever conducted for radio.
Jacobs Media President Fred Jacobs comments, "Techsurvey8 strongly suggests that focusing on connecting emotionally with listeners is radio's best avenue toward remaining relevant in the face of new digital competition."
Here are the key findings:
Why AM/FM Radio still matters: While "favorite songs" and personalities rank highest, there are four emotional triggers that listeners value:
- Having a radio on while they work
- Putting them in a better mood
- Providing a feeling of companionship
- Offering an escape from the pressures of everyday life
Pandora is a (pure) player: By far, Pandora is the most popular pure-play Internet option, as nearly half (45%) of "streamies" listen to some extent, easily besting competitors like iHeartRadio (19%), Spotify (7%), TuneIn Radio (7%), and Slacker Radio (5%).
However, Pandora users are split as to whether the Internet pure play should be considered "radio" – 43% "yes" – 49% "no."
Protecting The In-Car Listening Franchise: More than half of all respondents say that most of their radio listening takes place in cars. One in ten (9%) now drives a car equipped with a system like Ford's Sync, especially fans of News/Talk and Sports/Talk.
Smartphones, Apps and Tablets coming on strong: More than half (52%) own a smartphone.
Tablets are becoming a significant part of the digital story. One-fourth say they own one (24%), and iPad has a big lead over its competitors.
The Social Media tidal wave: Eight of ten are on Facebook. More than one-fifth use Twitter, and Sports/Talk emerges as the format where Twitter rules.
To download an Infographic from the study, click here -
Techsurvey8 results were gathered online from January 31-February 15, 2012. Overall, 170 broadcast stations across the U.S. and Canada participated, contributing 57,358 respondents.
Jacobs Media is a Detroit-based media research and consulting firm, specializing in radio, television, and new media. Its mobile application division, jacAPPS, jacAPPS has created more than 600 apps that have generated more than 14 million downloads.
For more information, contact:
Fred Jacobs [email protected]
SOURCE Jacobs Media