6-25-13
A new study of 1,000 audio listeners provides some very interesting details about exactly who the audio listener is today and where audio listening is headed. The study called, "The Internet Radio Marketplace: Who Listens, Where They Listen and Why You Should Care," was conducted by GroupM Next. GroupM Next is a unit of GroupM, the world?s largest global media investment management operation that serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, Mindshare, as well as Catalyst Online and Xaxis. The first conclusion the study comes to is that the average age of the Internet listener is 34. And yours is 47.
The authors of the study say the findings on age were surprising to them. "The average age of the High Internet segment is 34, where as the average age of the High Broadcast Listener segment is 47. The High Internet segment achieves the same average income 13 years earlier than the High Broadcast segment."
Something broadcasters have heard from other broadcasters as they set goals for the future is they need to be everywhere. That's a smart move as the study points out because those who listen to Internet radio listen to it everywhere. "High Internet Radio Listeners said that they primarily listen at home (91%), but more than 40% of respondents say they listen to Internet radio at every location listed in the study (home, work, car, gym and/or while running errands). Our research reveals when it comes to smartphones and smart TVs, desktops and laptops, tablets and other connected electronics, all devices are used to access Internet radio."
And now a little news about your 8 to 10 minute stopsets. The study says Internet radio listeners are more engaged with their services and more receptive to advertising, making the platforms much more valuable to marketers. "Not only are Internet radio listeners more open to receiving advertising, they are also less likely to take steps to avoid advertising. Seventeen percent of Internet radio listeners are less likely to try to avoid an advertisement on Internet radio than on broadcast radio. Our research also shows that Internet radio listeners are more responsive toads. High Internet Radio Listeners are twice as likely to have purchased a product they heard advertised on the radio in the past 30 days compared to High Broadcast Radio Listeners. Adding it all together, an ad on Internet radio is likely to be heard by a young, affluent consumer with little desire to avoid the ad, who has a high likelihood to purchase the product in the ad. This combination is a perfect scenario for audio advertisers."
And finally to the car, which has been a very big topic for discussion in the radio industry. Where will radio be when all automobiles have access to the Internet and access to as many Internet audio selections as the consumer wants? The GroupM Next study included an experiment. "We gave respondents a description of a car and asked if they were interested in purchasing the vehicle. Half of the respondents were given a description of an average car, with four doors, power windows and locks, and other average features The other half received the exact same description, with the addition of an in-dash Internet radio.Those who saw the in-dash Internet radio are 14% more likely to be interested in purchasing the vehicle. With that degree of lift for a change in the on-board interface, it's not surprising how quickly automakers are adopting Internet radio."
(6/25/2013 6:19:46 AM)
Uh-oh.
Add a Comment | View All Comments Send This Story To A Friend
