Radio At Work: Web Listeners Show Traditional Preferences

Radionomy and Edison Research have released select results from "What's Working at Work," a study designed to help producers more intimately tailor programming to their audiences.

See Original Post 'Classic Rock, Top40, Rock, Country: Click Here.

While the full results will be presented next week at the Radio Show in Orlando, initial findings released offer numerous insights into at-work Internet-only radio listening behavior: Classic Rock, Top 40, Rock and Country are the most popular formats, although non-music formats have strength as well; workplace listeners hope to discover new music; and most workplace listeners also listen to Internet-only radio in other settings, including at home and even on vacation.

Thierry Ascarez

"As the platform that allows anyone -- from enthusiast to professional -- to sidestep technology and business hassles and easily create an online station, Radionomy is very interested in helping producers discover how Internet-only radio resonates with listeners," said Thierry Ascarez, US Country Manager, Radionomy.

"We sponsored this study to shed light on listener behavior and preferences at work -- one of the most important times for Internet-only radio."

The study show desire for Discovery Creates Opportunities for Internet-only Radio

Despite the popularity of well-established formats like Classic Rock, Top 40 and Country, 72% report listening to Internet-only radio in order to "discover new songs." Similarly, 50% listen to "discover popular songs."

According to the survey, the vast majority don't just listen to Internet-only radio while working, as 86% of at-work listeners report also listening to those same Internet-only stations in other locations, such as at-home or while on vacation. Furthermore, 65% say they listen to Internet-only radio while working to hear a type of music that is not on AM/FM radio.

While people listening to Internet-only radio while working are primarily turning in for music, a sizable portion of respondents report tuning in for information as well, listening for:

• News and information: 36%
• Information about things going on in their community: 35%
• Breaking news: 34%
• Talk radio/reports talk radio hosts: 32%
• Personalities and DJs along with the music: 31%

According to Radionomy, these findings indicate that, as more listening migrates from over-the-air radio to streaming, people are taking with them many of their traditionally rooted preferences and habits. However, the survey also identified some notable differences as people move to Internet-only radio, such as the desire for more control over the listening experience: 71% like to create "radio stations" based on their favorite songs or artists.