The New Mainstream 2013 from Edison Research · 2018. 5. 31. · Survey Methodology: ! In July...
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Transcript of The New Mainstream 2013 from Edison Research · 2018. 5. 31. · Survey Methodology: ! In July...
Survey Methodology:
§ In July 2013, Edison Research conducted a national online survey of 3,016 people aged 12 and older on behalf of the Streaming Audio Task Force.
§ Data weighted to national 12+ online population figures. § The Streaming Audio Task Force is a consortium of Pandora,
Spotify and TuneIn.
Definitions:
Traditional “Over-the-Air” AM/FM Radio – listening to local radio stations “over-the-air” through a broadcast signal on a regular radio (not through the Internet/smartphone/mobile device) Internet Radio – listening to radio services or radio stations through the Internet or using a smartphone or other mobile device
Personalized Online Radio – listening to services where you can create your own personalized radio stations based around an artist name or song title
On-Demand Music – listening to services you may pay to subscribe to giving you access to a music library of individual songs or entire albums to play on-demand
Streaming Live Radio – listening to services that allow you to tune in to streams of live radio stations
Percent who listen to each radio type:
90
53
39
27
18
0 20 40 60 80 100
AM/FM Radio "Over-the-Air"
Internet Radio
Personalized Online
Streaming Live
On-Demand Music
Base: Online population age 12+
Percent who listen to radio type in a car/truck:
88
83 17
8 6
4
0 20 40 60 80 100
Any type of Radio
AM/FM Radio "Over-the-Air"
Internet Radio
Personalized Online
Streaming Live
On-Demand Music
Base: Online population age 12+
Percent who listen to radio type at home:
77
57 42
30 17
12
0 20 40 60 80 100
Any type of Radio
AM/FM Radio "Over-the-Air"
Internet Radio
Personalized Online
Streaming Live
On-Demand Music
Base: Online population age 12+
Percent who listen to radio type at work:
38
24 23
14 9
6
0 20 40 60 80 100
Any type of Radio
AM/FM Radio "Over-the-Air"
Internet Radio
Personalized Online
Streaming Live
On-Demand Music
Base: Online population age 12+
Percent who listen to radio type while walking around/on foot:
37
20 24
15 8
5
0 20 40 60 80 100
Any type of Radio
AM/FM Radio "Over-the-Air"
Internet Radio
Personalized Online
Streaming Live
On-Demand Music
Base: Online population age 12+
Percent who listen to radio type at a gym/while working out:
33
18 22
15 7
5
0 20 40 60 80 100
Any type of Radio
AM/FM Radio "Over-the-Air"
Internet Radio
Personalized Online
Streaming Live
On-Demand Music
Base: Online population age 12+
Percent who listen to radio type while riding public transportation:
23
14 14
8 4 4
0 20 40 60 80 100
Any type of Radio
AM/FM Radio "Over-the-Air"
Internet Radio
Personalized Online
Streaming Live
On-Demand Music
Base: Online population age 12+
In general, compared to one year ago, are you listening to (radio type)…?
“Over-the-Air” AM/FM Radio Internet Radio
More 23%
About the same amout 58%
Less 19%
Base: Listen to “Over-the-Air” AM/FM Radio
More 67%
About the same amout 27% Less
6%
Base: Listen to Internet Radio
You listen to Streaming Live Radio instead of local “Over-the-Air” AM/FM radio because…?
38
34
33
30
27
18
0 20 40 60
Base: Listen to Streaming Live Radio
There are more types of audio programming to choose from
You like to listen to live radio stations from outside your local area
You get a clearer signal
You like that the player often tells you what song is playing
It is more convenient than listening on a regular radio
You want to listen to a live event (sporting event or music event)
% Agreeing Strongly
You listen to Personalized Online Radio/ On-Demand Music because…?
50
47
46
45
44
44
43
0 20 40 60
% Agreeing Strongly Base: Listen to Internet Radio
You like the ability to skip songs
There is a wider selection of songs than AM/FM radio stations
There are fewer commercials than AM/FM radio
You like the ability to create radio stations based on your favorite songs or artists
It’s easy to use
To hear your favorite songs
It is available on the Internet-connected devices you use
Is the time you spend listening to Internet Radio…?
Mostly replacing local "over-the-
air" AM/FM radio stations
44%
Mostly replacing your CDs/MP3
collection 30%
It's new time; not time taken from radio or CDs/
MP3s 26%
Base: Listen to Internet Radio
Percent who own a smartphone:
65
83
0 20 40 60 80 100
Online Population Age 12+
Internet Radio listeners
Percent of Internet Radio listeners listening on:
78
70
45
33
30
0 20 40 60 80 100
Desktop/Laptop
Smartphone
Tablet
In-dash entertainment/info. system in-car
Internet-connected TV device
Base: Listen to Internet Radio
Income/Education among Internet Radio listeners vs. AM/FM Radio-Only listeners:
19
51
13
39
0 20 40 60 80 100
Household income over $100,000
Have four-year college degree Internet Radio listeners
AM/FM Radio-Only listeners
Summary:
More Places: Streaming Audio, powered by enormous technological changes in our world, has led to audio use in more places More Usage: Streaming Audio has broadly expanded the total amount of audio that people are consuming More Budget: Given Streaming Audio’s tremendous growth, advertisers should be allocating more money to audio
