Jacobs Media has released data from its “Techsurvey8″ which was gathered online from January 31st to February 15th. Over 170 stations in the U.S. and Canada took part for a total of 57,358 radio listener survey participants. 43% of Pandora users say the Internet pure play should be considered “radio.” 49% said no. Pandora is the most popular pure-play Internet option, according to the Jacobs study. 45% of “streamies” listen to some extent. iHeartRadio came in a distant second with 19%, Spotify was third with 7% followed by TuneIn at 7% and Slacker at 5%. Favorite songs and local personalities were the highest ranking reasons listeners believe AM/FM radio still matters.
According to Jacobs Media President Fred Jacobs, “The data from Techsurvey8 strongly suggest that focusing on connecting emotionally and meaningfully with listeners is radio’s best avenue toward remaining relevant and vibrant in the face of new digital competition.” Why AM/FM Radio still matters: While “favorite songs” and local personalities are the highest ranking elements, there are four emotional triggers that listeners value: Having a radio on while they work, helping them get in a better mood, providing a feeling of companionship, offering an escape from the pressures of everyday life
Protecting The In-Car Listening Franchise: The car is becoming a major battleground for radio. More than half of all respondents say that most of their radio listening takes place in cars. And nearly half (48%) say they’re able to connect a smartphone or mp3 player in their main vehicle. One in ten (9%) now drives a car equipped with an entertainment/information system like Ford’s Sync, especially fans of News/Talk and Sports/Talk.
Jacobs Media will host a series of format-centric webinars over the next several weeks to take a more granular look at the relationships between radio’s core formats and the audiences that enjoy them.
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