Report: 'Connected Dash' Impacts AM/FM TSL

In a presentation at RAIN Summit West Sunday in Las Vegas, Edison Research President Larry Rosin presented new research from the 2015 edition of his company’s Infinite Dial survey project.

Focusing on car ownership and in-car listening, the data points reveal a fairly old American fleet of cars (11 years on average, according to Rosin). Sixty-one percent of American cars are 2009 or earlier models.

In the survey, people were asked the model year of the primary car they drive or ride in.  Rosin says he decided to split things out between those whose cars came from before 2010 and those whose cars are from the 2010 or later model years.

About three in five people are mostly in cars more than five years old; and about two in five have newer models.

In the graph above you can see that the 'currently ever' listen to AM/FM is the same regardless of the age of one's car. When it comes to reach – AM/FM is as strong as ever.

But, according to Rosin look at what else they use.  Newer car owners are a bit less likely to use a CD player.  But they’re way more likely to use their smartphone for audio in their car, way way more likely to use internet radio in their car, and way way way more likely to use SiriusXM.  So take a second to add the numbers down the columns.  The right hand column is way bigger.  People have more options in their newer cars, and they use more options.

Then Edison asked about frequency of listening and according to rosin that's when the picture starts to change a bit.  The graph above shows what percentage said they use that device “almost all the times they’re in their car” or “most of the times” they are in their car.

Rosin points out:

• People with newer cars are 11 percentage points lower for frequent listening to AM/FM.
• People are less likely to use a CD and more likely to use other things – and in the case of SiriusXM – WAY more likely – FOUR TIMES more likely.