6-15-2012
As part of the massive Jacobs Media Techsurvey8, consumers of AC, CHR and Hot AC music are more likely to engage in social media than any other listeners. Jacobs Media President Fred Jacobs, says ?This combined sample is made up of 80% females who tell a great story about their deepening relationship with technology and how it impacts their radio listening." The Jacobs study consisted of more than 14,000 fans of 36 AC, CHR, and Hot AC stations.
These listeners are among the most avid users of social media in the entire survey, utilizing Facebook as main source of communication. Of those on Facebook, more than three-fourths of CHR fans use it daily. And Twitter is becoming a key social media channel. When it comes to ?liking? a station on Facebook, HotAC respondents lead the way, as seven of every ten of them on Facebook have clicked the ?thumbs up? icon on the home station?s Facebook page. Among the most avid sharers of content in the survey, HotAC and CHR fans are especially apt to get viral with web and social media items, pictures and stories they find appealing.
While only 8% of the overall Techsurvey8 sample are pinning pictures on Pinterest, HotAC fans are the most likely of all the format to participate on this platform. One-fifth (19%) of them are on Pinterest ? an indication that programmers have another avenue in which to reach this active audience. Smartphones, Apps and Tablets are big: More than six in ten CHR fans own a smartphone, while three in ten HotAC partisans already own a tablet. These CHR mobile savvy respondents are especially likely to have downloaded a radio-centric app, led by Pandora.
The challenge for ?First Occasions?: The good news is that partisans of AC and CHR are more likely to start their day by turning on the radio at home. But there?s a virtual tie among HotAC fans between the radio at home and turning on the TV, another sign that morning shows on television are doing a good job capturing first tune-ins when these consumers start their days.
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