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The study was commissioned by CRS.
Rosin said the technology used in respondents' bedrooms clearly indicated that radio has a "hardware problem." The study indicated 45% of Country listeners between 18-45 are awakened by a mobile device NOT an alarm clock w/radio.
The study, “Do Mornings Still Drive Country Radio” was broken down into four segments: Waking up, getting up, time on the road and at work.
The study tracked respondents' activities throughout the morning. Choosing from a list of over 60 items, the average respondent said he/she did one-third of the activities listed between the hours of 5-10am. Lazovick showed videos from in-home morning qualitative interviews and stressed how busy the lives of Country listeners are.
Rosin suggested morning programs should "provide hints and ideas for making mornings simpler and more efficient. One way is to stop providing information your listeners don't care about or use radio for any more, like traffic." He also suggested programmers might consider adjusting the morning clock.
- Peak listening happens during the commute and from 7-8am.
- The average commute is 26 minutes.
- Most listeners are at work well before morning shows usually end.
- Just one in six wake up to a radio.
- Peak time for checking Facebook is 6-6:30am.