Tuesday, February 14, 2017

Research: What Women Want From Media In 2017

Alan Burns and Associates, in partnership with Strategic Solutions Research, will begin releasing results of a new national study of women’s media consumption this week. The study, the latest in a series began by Burns in 2010, will profile women’s attitudes toward and usage of radio, online streamers, music and other media.

“Nielsen data shows some important changes in consumption of radio over the past few years, and one of the things we probed deeply in this study is – why? What does this mean for the future? And what, if anything, can radio do about it?” said Burns and Associates founder Alan Burns. “With this study we’ll be able to trend women’s attitudes toward and perceptions of radio over the last five years, and show some exciting insights. For example, the data we will show regarding the usage of headphones and earbuds while listening to radio will rock the industry.”

A preview of the research indicates 87% of millennial women look forward to listening to radio, and more than three-quarters (79%) of them feel there's a local radio station that really understands them.

Half of all women now say that they can foresee a day when they don’t need to listen to music on the terrestrial radio.

"We interviewed over a thousand women born between 1982 and 2002," said Alan Burns, "and well over half of them (57%) have a radio station they love."

He continued, "Millennials are very tech-savvy and when you ask them about radio in general, you're talking about technology that feels dated to them, so you get a weaker response. But when you narrow it down to specific radio stations, you find a huge store of affection and connection."

Strategic Solutions Research Executive VP Hal Rood noted that "a lot of brands would love to have the level of engagement that women have for their favorite radio station. This study reveals how women rate radio not only compared to other purely online music services but also other major brands in their lives. We think the results will surprise most people."

The study, titled "What Women Want 2017-Insights into Radio, Music, and New Media" surveyed 2,000 women aged 15-54 for their usage and perceptions of radio, pureplay music streamers, and other sources of music, including what audio drivers of connected vehicles listen to. Results are being released in a series of four webinars, with the first scheduled for this Thursday (February 16) at 2pm ET.

Also, more than half (58%) of the women in the study agree with the statement that “radio is kind of old, online music is what’s hot now.”  Thus it would seem that the sky is about to fall in on radio. Not so, says Alan Burns and Associates founder Alan Burns.

“Women feel strongly connected to their favorite radio station,” said Burns “with over three quarters (76%) of them saying their favorite radio station feels like a good friend or even their best friend. In our presentation this Thursday we’re going to trend attitudes toward radio over the last five years, and we are not seeing a significant weakening in affection for radio.”

In fact, the Burns/Strategic data will show that 85% of women look forward to listening to radio and would be very disappointed if they couldn’t listen anymore.

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