Coleman Research Unveils Opportunity For NextRadio

The first phase of a two-part study completed by media Research firm Coleman Insights and its knowDigital division reavels the Nextradio App has the potential to address the portability needs of radio listeners.

This is the most striking conclusion from one-on-one interviews in which consumers were introduced to the caspabilities of NextRadio.

The interviews served as a qualitative prelude to a large-scale national quantitative students from Coleman later this month.

The research was funded by the NAB and completed in cooperation with Emmis Communications, which developed NextRadio and has spearheaded the radio industry's support for its rollout. The in-depth interviews with smartphone owners between the ages of 20 and 39, revealed a perception that their abilitity to comsume broadcast radio is restricted by their lack of access to devices that can receive broadcast signals.

The consumers cited that they have little access to radio outside of their cars and as a result, turn to other sources of audio.

"To anyone over 40-years-old who grew up with transistors radio and Walkmans, the idea that radio isn't mobile is striking, commented Coleman Insights President/COO Warren Kurtzman. Kurtzman and knowDigital President Sam Milkman conducted the interviews.

"That is, however, the perception among many consumers in their 20s and 30s and it appears NextRadio has a great opportunity to address that challenge."