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Radio: Six In Ten Start Their Day With Another Medium (Like Facebook or TV)

Published on April 30, 2012

Nearly six in 10 core radio listeners (57%) start their day with another medium or gadget, rather than turning on the radio, reports Inside Radio. That according to media analyst and consultancy Jacobs Media, in their Techsurvey8 report.

The 18-34 year old demo is more likely to engage with email or Facebook as their first media interaction of the day, along with their first cup of joe.

The Techsurvey8 results were gathered online from January 31-February 15 from listeners of 170 broadcast stations across the U.S. and Canada, contributing 57,358 total respondents. Jacobs Media surveyed 170 stations, 12 radio formats and 57,358 radio listeners, claiming it is the “largest technology survey ever conducted for radio.”

As a format, radio is hardly dead, but, is a more high-touch medium which, like TV, is finding itself having to meet digital natives wherever they listen.

Why AM/FM Radio still matters: While "favorite songs" and personalities rank highest, there are four emotional triggers that listeners value:
1. Having a radio on while they work
2. Putting them in a better mood
3. Providing a feeling of companionship
4. 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.