Arbitron Infinite Dial 2009
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Transcript of Arbitron Infinite Dial 2009
The Infinite Dial 2009
Radio's Digital PlatformsAM/FM, Online, Satellite, HD RadioTM and Podcasting
© 2009 Arbitron Inc./Edison Research
Sponsored by
2009 Arbitron Inc./Edison ResearchPage 2
Overview
• In January 2009, Arbitron and Edison Research conducted a national survey of 1,858 people aged 12+, exploring digital radio platforms:
Online RadioSatellite RadioHD RadioPodcasting
• The 17th study in a series dating back to 1998
Internet Access Trends
© 2009 Arbitron Inc./Edison Research
Sponsored by
2009 Arbitron Inc./Edison ResearchPage 4
Internet Access From any Location Approaching Nine in 10 Americans
% with Internet Access From any Location
Base: Total Population 12+
50%55%
62%72%
79%
81%81%
83%82%
85%
75%
1999
20002001
20022003
200420052006
20072008
2009
2009 Arbitron Inc./Edison ResearchPage 5
68%60%
48%
38%
28%20%
15%21%
28%37%
48%
58%
69%76%
82%78%
2002 2003 2004 2005 2006 2007 2008 2009
Dial-up Broadband
Residential Dial-Up Down to Less ThanOne in Six Homes With Internet Access
Base: Access the Internet From Home
% Who Have Broadband/Dial-up Internet Access at Home
Online Radio
© 2009 Arbitron Inc./Edison Research
Sponsored by
2009 Arbitron Inc./Edison ResearchPage 7
An Estimated 69 Million Americans Listened to Online Radio in the Last Month
49%
27%
17%
0%
10%
20%
30%
40%
50%
Ever Last Month Last Week
% Who Have Listened to Online Radio…
Base: Total Population 12+
Approximately69 Million
2009 Arbitron Inc./Edison ResearchPage 8
Weekly Online Radio AudienceUp by Nearly One-Third in Last Year
2%
5%6%
8% 8%
12%11%
13%
17%
8%
0%
5%
10%
15%
20%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
% Who Have Listened to Online Radio in Last Week
Base: Total Population 12+
Approximately42 Million
2009 Arbitron Inc./Edison ResearchPage 9
Online Radio Reaches One in Five25- to 54-Year-Olds per Week
17%18% 19% 19% 20%
0%
5%
10%
15%
20%
25%
12+ 12-17 18-34 18-49 25-54
% by Age Group Who Have Listened to Online Radio in Last Week
2009 Arbitron Inc./Edison ResearchPage 10
35-4419%
45-5423%
65+4%
55-6412%
18-2411%
25-3419%
12-1712%
Weekly Online Radio Listening Skews Male, Attracts Wide Range of Ages
Men52%
Women48%
Weekly Online Radio Audience Composition
2009 Arbitron Inc./Edison ResearchPage 11
Online Radio Attracts an Upscale, Well-Educated and Employed Audience
43%
10%
29%
54%
16%
37%
0%
20%
40%
60%
Employed Full-Time $100K+ HH Income College Degree or Higher
Persons 12+ Weekly Online Radio Listeners
Composition of Weekly Online Radio Listeners vs. Total Population 12+
2009 Arbitron Inc./Edison ResearchPage 12
“Variety” and “Control” Are Top Reasons for Listening to Online Radio “Of the following reasons you might listen to Internet radio, what is the ONE main reason you listen?”
5%
6%
13%
15%
15%
18%
19%
0% 5% 10% 15% 20%
Because it’s new
Less DJ chatter
To get a clearer signal than over-the-air radio
Fewer commercials
More music variety
To control or choose the music being played
To listen to audio you cannot get elsewhere
Base: Monthly Online Radio Listeners
2009 Arbitron Inc./Edison ResearchPage 13
Most Learn About P1 Online Station From AM/FM Radio and Friends
“Now think about the one Internet radio station you listen to most. How did you first learn about that station?”
6%
11%
16%
28%
32%
0% 10% 20% 30% 40%
Base: Monthly Online Radio Listeners
Other
Discovered the stream on the radio station’s Web site
Discovered stream through an Internet search engine
Heard about it from a friend or family member
Heard a radio station talking about it on the air
2009 Arbitron Inc./Edison ResearchPage 14
Online Radio Is the Soundtrack for Research and Shopping on the Internet“Think about all of the time you spend listening to Internet radio. Do you ever listen to Internet radio while...?”
33%
47%
0% 10% 20% 30% 40% 50%
Shopping and purchasing online
Researching a product or service online
Base: Monthly Online Radio Listeners
2009 Arbitron Inc./Edison ResearchPage 15
Nearly One in Three Interestedin Listening to Online Radio In-Car
Don't Know2%
Not at All Interested
32%
Don't use Internet
15%
Very Interested10%
Not Very Interested
20%
Somewhat Interested
21%
“How interested would you be in listening to Internet Radio Programming in the car?”
Base: Total Population 12+
2009 Arbitron Inc./Edison ResearchPage 16
PPMTM and Internet StreamingAM/FM Radio Stations• Streams of AM/FM stations and HD are eligible to be
encodedTuning reflects audience for encoded stations only Not included (impact not quantifiable) Internet-only radio and Podcasts
– Ex: Yahoo!® Music, Pandora® or Podcast of Car Talk Non-encoded stream of out-of-market radio stations
• Minimum reporting standard.495 Weekly Cume Rating
2009 Arbitron Inc./Edison ResearchPage 17
Thirteen AM/FM Streams Reported in February 2009 PPM
How to Read: In New York, the web stream of WHTZ-FM (WHTZ-IF) had a .6 weekly Cume Rating and .1 AQH Share
Weekly Cume Rating and AQH share, Persons 6+, total week
Cume Rating
AQH Share
Cume Rating
AQH Share
Atlanta MiddlesexWVEE-IF 0.5% 0.1% WHTZ-IF 0.7% 0.1%
Dallas WPLJ-IF 0.9% 0.8%KDGE-IF 0.5% 0.5% Nassau-SuffolkKHKS-IF 0.5% 0.1% WKJY-IF 0.7% 0.3%
Detroit New YorkWBBM-IF 0.5% 0.1% WHTZ-IF 0.6% 0.1%
Houston WLTW-IF 0.5% 0.1%KRBE-IF 0.7% 0.1% WWFS-IF 0.6% 0.5%
Los Angeles San JoseKOST-IF 0.7% 0.8% KSFO-IA 0.6% 0.9%
Online Video
© 2009 Arbitron Inc./Edison Research
Sponsored by
2009 Arbitron Inc./Edison ResearchPage 19
Weekly Internet Video Audience Explodes in Last Year
3%
7% 8%
15%18%
27%
12%
0%
5%
10%
15%
20%
25%
30%
2003 2004 2005 2006 2007 2008 2009
% Who Have Watched Internet Video in Last Week
Base: Total Population 12+
Approximately69 Million
2009 Arbitron Inc./Edison ResearchPage 20
2%
9%
14%
26%
34%
34%
0% 10% 20% 30% 40%
Americans Looking “Outside the Box”for TV Programming“Have you ever watched TV programming in this manner?”
Base: Total Population 12+
Order Video on Demand TV through your cable or satellite provider
Watch TV programming over the Internet without downloading
Download TV shows from the Internet, such as from iTunes®
Watch TV clips on a cell phone
Use a device, such as the Slingbox, to watch TV programming remotely
Purchase or rent entire television series on DVD
2009 Arbitron Inc./Edison ResearchPage 21
Watched Online Video in past
month64%
Did not watch Online Video in
past month36%
Nearly Two-Thirds of Monthly Online Radio Listeners Watched Online Video In Past Month% of Monthly Online Radio Listeners Who Have Watched Online Video in Past Month
Base: Monthly Online Radio Listeners
Digital Audio Players
© 2009 Arbitron Inc./Edison Research
Sponsored by
2009 Arbitron Inc./Edison ResearchPage 23
More Than Four in 10 NowOwn an iPod®/Portable MP3 Player
% Who Own…
4% 8%13% 17% 20%
2%3%
5%8%
9%
8%
11%
12%
12%14%
0%
10%
20%
30%
40%
50%
2005 2006 2007 *2008 *2009Non-iPod Player onlyBothiPod only
14%
22%
Base: Total Population 12+
30%37%
*includes Apple iPhoneTM
*
Total Ownership
42%
*
*
*
2009 Arbitron Inc./Edison ResearchPage 24
Most 12-34s Now Own an iPod/Portable MP3 Player
42%
31% 30%
54%
39% 38%
73%
51% 48%
71%64%
55%
0%
25%
50%
75%
12-17 18-24 25-34
2006 2007 2008 2009
% by Age Group Who Own an iPod or Other Portable MP3 Player
2009 Arbitron Inc./Edison ResearchPage 25
Growth of iPod/Portable MP3 Ownership Continues Among 35-64s
30%
16%
7%2%
38%
24%
14%
6%
46%
31%
15%
6%
52%
34%
24%
6%
0%
25%
50%
75%
35-44 45-54 55-64 65+
2006 2007 2008 2009
% by Age Group Who Own an iPod or Other Portable MP3 Player
2009 Arbitron Inc./Edison ResearchPage 26
More Than One in Four Have Purchased Digital Audio Online
13%16%
21%
27%
0%
5%
10%
15%
20%
25%
30%
2006 2007 2008 2009
Base: Total Population 12+
% Having Purchased MP3s orOther Digital Audio From an Online Download Service
2009 Arbitron Inc./Edison ResearchPage 27
Online Radio Listeners More Likely to Have Purchased Digital Audio Online
% Having Purchased MP3s orOther Digital Audio From an Online Download Service
13%
33%
16%
37%
21%
42%
27%
43%
0%
10%
20%
30%
40%
50%
60%
Persons 12+ Weekly Online Radio Listener
2006 2007 2008 2009
2009 Arbitron Inc./Edison ResearchPage 28
Has Had No Effect23%
Do Not Own iPod/Portable MP3 Player
58%
Spending LESS Time with Over-
the-Air Radio14%
Spending MORE Time with Over-
the-Air Radio4%
Don't Know1%
One in Seven Report Less Radio ListeningDue to Time Spent With iPod/MP3 Player
“How has the time you spend with your iPod or other MP3 player specifically impacted the time you spend listening to over-the-air radio?”
Base: Total Population 12+
2009 Arbitron Inc./Edison ResearchPage 29
iPod/MP3 Player Has Greater Impact On Radio Among 12- to 24-Year-Olds
14%
32% 32%
16%12% 11%
4%1%
0%
10%
20%
30%
40%
Persons12+
12-17 18-24 25-34 35-44 45-54 55-64 65+
% by Age Group Who Are Spending Less Time With Over-the-Air Radio Specifically Due to Time Spent with iPod/Other Portable MP3 Player
Podcasting
© 2009 Arbitron Inc./Edison Research
Sponsored by
2009 Arbitron Inc./Edison ResearchPage 31
Understanding Podcasting
“Audio podcasting is the concept of downloading various types of longer-form online audio programs, in the form of digital files you can listen to at any time you choose.
Audio podcasting does NOT refer to the downloading of individual MP3s or songs.
Audio podcasting does refer to the download of program-oriented online audio (such as a talk show or a hosted music program), usually as an automatic download that can be listened to at the user’s convenience.”
2009 Arbitron Inc./Edison ResearchPage 32
More Americans Are Aware of Audio Podcasts
22%
37% 37%43%
0%
10%
20%
30%
40%
50%
2006 2007 2008 2009
Base: Total Population 12+
% Aware of Audio Podcasts
2009 Arbitron Inc./Edison ResearchPage 33
One in Five Americans Have EverListened to an Audio Podcast
11% 13%18%
22%
0%
10%
20%
30%
40%
50%
2006 2007 2008 2009
Base: Total Population 12+
% Who Have Ever Listened to a Podcast
2009 Arbitron Inc./Edison ResearchPage 34
An Estimated 27 Million Americans Have Listened to a Podcast in the Last Month
9%11%
2008 2009
Base: Total Population 12+
Approximately 27 Million
% Who Have Listened to a Podcast in the Last Month
Social Networking
© 2009 Arbitron Inc./Edison Research
Sponsored by
2009 Arbitron Inc./Edison ResearchPage 36
34%
24%
2008 2009
One in Three Americans Have a Profile on a Social Networking Site% Who Currently Have a Personal Profile Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site
Base: Total Population 12+
2009 Arbitron Inc./Edison ResearchPage 37
64%
44%
32%22%
10%3%
63%
0%
25%
50%
75%
12-17 18-24 25-34 35-44 45-54 55-64 65+
Nearly Two-Thirds of Teens and 18-24sHave a Social Networking Profile% by Age Group Who Currently Have a Personal Profile Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site
2009 Arbitron Inc./Edison ResearchPage 38
57% 54%
34%
17% 14%
4% 3%
63% 64%
44%
32%22%
10%3%
0%
25%
50%
75%
12-17 18-24 25-34 35-44 45-54 55-64 65+
2008 2009
Nearly Two-Thirds of Teens and 18-24sHave a Social Networking Profile% by Age Group Who Currently Have a Personal Profile Page on Facebook, MySpace, LinkedIn or Any Other Social Networking Web Site
2009 Arbitron Inc./Edison ResearchPage 39
Don't Know1%
Several times a day18%
Nearly every day24%
At least once a week10%
A few times a week22%
A few times a month or less
25%
More Than Four in 10 With a Social NetworkProfile Visit Those Sites Nearly Every Day or More
“How often do you use social networking Web sites?”
Base: Have a Personal Profile Page on Social Networking Web Site
2009 Arbitron Inc./Edison ResearchPage 40
Weekly Online Radio Listeners Much More Likely to Have a Profile Page on Social Networking Sites
34%
54%
Total Persons 12+ Weekly Online Radio Listeners
% Who Currently Have a Personal Profile Page on Facebook,MySpace, LinkedIn or Any Other Social Networking Web Site
2009 Arbitron Inc./Edison ResearchPage 41
Major Social Networking Web Sites All Show Huge Gains for Usage Among Weekly Online Radio Users
30%
14%
5%
37%
28%
13%
0%
10%
20%
30%
40%
MySpace Facebook LinkedIn2008 2009
Base: Weekly Online Radio Listeners
% of Online Radio Users Who Currently Have a Personal Profile Page On…
Satellite Radio
© 2009 Arbitron Inc./Edison Research
Sponsored by
2009 Arbitron Inc./Edison ResearchPage 43
Nearly Two-Thirds Aware of the Merged SIRIUS XM“Have you ever heard of a satellite radio service called…?”
28%
54%61% 60% 60%
41%
50%
61% 64%59%
65%
0%
25%
50%
75%
2004 2005 2006 2007 2008 2009
SIRIUS XM SIRIUS XM
Base: Total Population 12+
2009 Arbitron Inc./Edison ResearchPage 44
35-4418%
45-5425%
65+7%
55-6414%
18-247%
25-3423%
12-176%
Satellite Radio Attracts aBroad Audience Profile
Men54%
Women46%
Satellite Radio Subscriber Audience Composition
HD Radio
© 2009 Arbitron Inc./Edison Research
2009 Arbitron Inc./Edison ResearchPage 46
Understanding HD Radio
“HD Digital Radio is a new technology that enables AM and FM radio stations to broadcast their signals digitally, providing listeners with vastly improved audio quality.
In addition, HD Radio features new radio formats that may not be currently available on regular AM/FM radio in your area.
HD Radio also allows for a digital display with song information, weather reports and traffic alerts.”
2009 Arbitron Inc./Edison ResearchPage 47
Awareness of HD Radio Experiences Modest Growth Despite Heavy Promotion
14%
26% 24%
29%
0%
10%
20%
30%
40%
2006 2007 2008 2009
% Who Have Heard/Read Anything Recently About HD Radio
Base: Total Population 12+
2009 Arbitron Inc./Edison ResearchPage 48
Nearly One-Third of Consumers Are Interested in HD Radio% “Very” or “Somewhat” Interested in HD Radio Based on Description
Base: Total Population 12+
30% 32%
0%
10%
20%
30%
40%
50%
2008 2009
AM/FM Radio
© 2009 Arbitron Inc./Edison Research
Sponsored by
2009 Arbitron Inc./Edison ResearchPage 50
Majority of “Digital Radio” Audience Expect to Listen Same Amount to AM/FM Radio in Future
% Agreeing: “In the future, you will continue to listen to AM/FM radio as much as you do now, despite increasing advancements in technology?”
80% 77% 77%
0%
25%
50%
75%
100%
Persons 12+ Online Radio(Monthly)
Online Video(Monthly)
2009 Arbitron Inc./Edison ResearchPage 51
Online Radio Users Do Not Report Spending Less Time With Radio
Index of Time Spent Listening to Radio per Day
100
134
Total Persons 12+ Weekly Online Radio Listeners
Audio Device/Platform
© 2009 Arbitron Inc./Edison Research
2009 Arbitron Inc./Edison ResearchPage 53
12%
22%
23%
28%
49%
81%
92%
Satellite Radio
Audio Podcasts
MP3 player (other than iPod)
iPod
Online Radio
Cell Phone
Local AM/FM Radio
Cell Phones and AM/FM RadioHave Most Far-Reaching Usage% of Americans Aged 12 and Older Who Use/Own Platform/Device
2009 Arbitron Inc./Edison ResearchPage 54
4%
4%
7%
14%
20%
21%
21%
23%
47%
Audio Podcasts
Online Radio
HD Radio
MP3 Player (other Than iPod)
Satellite Radio
iPod
Local AM/FM Radio
iPhone
Cell Phone
Users of AM/FM Radio and iPod/iPhone Users Have Similar Enthusiasm for Respective Media/Devices
% of Owners/Users Who Say Platform/Device Has a “Big Impact” on Their Lives
“How much of an impact on your life has (platform/device) had?”(“5” = “Big Impact”; “1” = “No Impact at All”)
2009 Arbitron Inc./Edison ResearchPage 55
1%
2%
2%
3%
6%
19%
38%
Audio Podcasts
Satellite Radio
Online Radio
MP3 Player (Other Than iPod)
iPod
Local AM/FM Radio
Cell Phone
Cell Phones and AM/FM Radio Have Greatest Total Impact
“How much of an impact on your life has (platform/device) had?(“5” = “Big Impact”; “1” = “No Impact at All”)
Total Impact = % Big Impact on Life x % Who Use/Own
Implications
© 2009 Arbitron Inc./Edison Research
2009 Arbitron Inc./Edison ResearchPage 57
AM/FM Radio Has Broad Impact in the New Digital World• 92% of Americans aged 12+ use AM/FM Radio each
week• One in five say AM/FM Radio has a big impact on
their lives• Radio’s “Total Impact” is second only to cell phones
among audio devices/media• Eight in 10 Americans say they will continue to listen
to AM/FM radio as much as they do now despite increasing advancements in technology
• Online radio users spend more time with radio overall, not less
2009 Arbitron Inc./Edison ResearchPage 58
Recent Growth in Online Radio Usage Is Promising
• An estimated 42 million tune to online radio on a weekly basis, which is more than twice the number from 2005
• The key radio demographic of 35- to 54-year-olds are becoming more frequent online radio listeners
2009 Arbitron Inc./Edison ResearchPage 59
Radio’s Digital Platforms Provide Advertisers With New Touch Points to Reach Desirable Targets
• Radio’s digital platform users are a highly attractive segment
• Online radio users are well-educated, upper income, full-time employed and digitally savvy consumers
• Broadcasters are providing an increasingly wide variety of digital options for advertisers and new methods to connect ROI with media spend
2009 Arbitron Inc./Edison ResearchPage 60
Americans Are Exercising More Control Over Their Use of Media
• Americans are increasingly enhancing their use of traditional media with new ways to control how, when and where they consume information and entertainment
Use of online radio, online video, podcasting, and iPod/MP3 players are on the riseConsumers say flexibility, control and variety drive their use of online and portable media options
2009 Arbitron Inc./Edison ResearchPage 61
Consumers Expect to Find Their Content Online
• Broadband access is now the norm, and weekly online audio and online video usage have reached critical mass
• Media not meeting consumer expectations will suffer as their brand-loyal users will find other options far more easily
• Pulling digital audio streams will accelerate adoption of alternative choices
2009 Arbitron Inc./Edison ResearchPage 62
Consumers Want Expanded Media Options While in Their Cars
• One-third of Americans say they are interested in online radio in their cars
• Satellite radio continues adding subscribers• iPod/MP3 player ownership and podcast
usage continues to grow while more car radios have auxiliary jacks
2009 Arbitron Inc./Edison ResearchPage 63
Audio Content Providers Should Not Ignore the Explosion of Online Video
• Radio station Web sites must embrace online video, and not just online audio
• Use of online video exceeds online radio• Two-thirds of monthly online radio users also
watched online video in the past month
2009 Arbitron Inc./Edison ResearchPage 64
Media Should Accelerate Efforts to Get Their Content On Mobile Phones
• Broad usage and impact of mobile phones suggests that they are the next frontier for media opportunities
• Content providers who have not done so already should consider finding ways to extend their content to mobile phones
2009 Arbitron Inc./Edison ResearchPage 65
Little Evidence to Date of Significant Interest or Uptake for HD Radio
• Awareness of HD Radio marketing or “buzz”has not changed substantially in the past three years and interest remains flat
• HD Radio’s value proposition still may not be clear to consumers
2009 Arbitron Inc./Edison ResearchPage 66
Social Networking Is Now Mainstream
• One in three Americans aged 12+ and two-thirds of teens and 18-24s now have a profile on a social networking site
• Social networking is a vital communication channel for consumers; content providers should find ways to tap the power of this new digital platform
2009 Arbitron Inc./Edison ResearchPage 67
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The Infinite Dial 2009
Radio's Digital PlatformsAM/FM, Online, Satellite, HD Radio and Podcasting
© 2009 Arbitron Inc./Edison Research
Sponsored by