Study: Rdio Gaining on Pandora on West Coast

A new analysis by Fizziology, a company that uses social media like a focus group, shows Pandora losing momentum on the West Coast, while subscription service Rdio is gaining among West Coast trendsetters according to Glenn Peoples at billboard.com.

Any new innovation has to pass through five phases of adoption: knowledge, persuasion, decision, implementation and confirmation. In the U.S., consumer adoption takes place at different times in different regions because innovation diffusion does not taken place at once at the same time. Innovation tends to start on big cities on the coasts and then moves inward.

Pandora is so popular it ranks first among the four groups tracked: creative communities, urban America, rural America and college towns. It is also most popular in the four geographic areas tracked: the East, the South, the Midwest and the West. Pandora has clearly achieved confirmation stage with many consumers in all parts of the country.

But Fizziology says "the West has abandoned Pandora quicker than the rest of America, as the region ranks just above college towns in providing social buzz about the service." In other words, Pandora has lost momentum with the creative communities in West Coast, urban centers that were its earliest adopters. Social feedback still comes from urban, creative communities, but now they're predominantly on the Eastern Seaboard.

Read More Now.