Techsurvey9: AM/FM Still Matter

In Jacobs Media’s new study of core radio listeners, the high-tech revolution continues – but broadcast radio’s pathway to success may turn out to be more high-touch.

The media habits of twelve different format core audiences are examined in the largest technology survey ever conducted for radio.  And this year, the study utilized four generations to tell a deeper story about media and technology use.  From Baby Boomers through Generations X, Y, and Z, the narrative about radio and how millions of Americans use and connect with it comes to life.

According to Jacobs Media President Fred Jacobs, “Techsurvey9 shows that while gadgets and new media continue to occupy the headlines, radio’s ability to uniquely connect with consumers on their preferred platforms is the secret sauce for future success in the digital space.” 

Here some of the key findings:

• Protecting The In-Car Listening Franchise:  More than half of all respondents say that most of their radio listening takes place in cars.  And now, more than one in ten (11%) drives a vehicle equipped with a “digital dash” system like Ford’s Sync, especially fans of Country, News/Talk and Sports radio
• Radio is making the transition to digital: Consumers are now accessing station content on digital channels. When asked to recall their last week’s listening to the station that sent them our survey, 14% of all respondents say they tuned in on computer and mobile streams, as well as other digital sources.  The younger the generation, the more reliance there is on digital platforms to enjoy broadcast radio.
• AM/FM Radio still matters: The “emotional triggers” from 2012’s Techsurvey8 study are intact: listening to radio at work, mood enhancement, escape, and companionship.  And consumers continue to demand radio in their new cars, as well as rely on broadcast radio for new music and new artist discovery.
• Pandora is a big player:  By far, Pandora continues to be the most popular pure-play Internet option, outstripping its competitors.  While Pandora is a force to be reckoned with on the mobile front, its main drawback is now its commercials, cited by a growing number of its listeners.  And even Pandora users continue to be significant consumers of broadcast radio.
• It’s about mobile – and mobility:  The three big stars of Techsurvey9 are smartphones, tablets, and the “digital dashboard.”  Each shows significant  increases in acquisition indicating that consumers are continuing to take their favorite content with them wherever they go.
• Beyond Facebook:  Still the social media “big dog,” Facebook continues to be the ubiquitous platform for all format fans and generations.  But digging deeper, Techsurvey9 reveals strong pockets of users for “secondary social platforms,” including Twitter, Pinterest, Google+, and Instagram.  Year to year, PInterest has more than doubled in reach, with incredible strength among women.  And Snapchat is emerging as a choice among Gen Z – today’s teens.

Techsurvey9 results were gathered online from January 29-February 19, 2013.  Overall, 264 broadcast stations across the U.S. and Canada participated,  contributing 78,111 respondents.

A series of format webinars has been scheduled.  You can find all the dates/times and registration information  by clicking here.