4-24-2012
New research released by Mark Kassof & Co. says Pandora listeners perceive FM radio as more different than similar to Pandora, and that the choice and control Pandora gives them is the biggest difference. Kassof based his findings on 1,177 online surveys with 18-64-year-old Pandora listeners in the U.S., conducted from April 10-12, 2012.
In the survey, Pandora listeners compared seven music sources to Pandora. Of them, iHeartRadio is most like Pandora; FM radio ranks fifth. Forty-nine percent (of those who have an opinion) rate FM a ?one? or ?two? on a scale where one means ?Totally different from Pandora? and five means ?Exactly the same as Pandora.? Twenty-nine percent rate FM one, while only 10% rate it five.
Among those who see FM as clearly different from Pandora (the ?ones? and ?twos?), Pandora?s ability to let them choose what they want to hear is the #1 difference, at 31%. More specific choices -- for example, the ability to select genres, select artists and skip songs -- also relate to the control they think Pandora gives them that FM doesn?t. Seventy-six percent of these listeners (who express an opinion) say the differences make Pandora ?better to listen to? than FM.
More details can be found at kassof.com.
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