Jacob’s Media Techsurvey Results for Radio
Jacob’s Media‘s recently released the findings to their Techsurvey9 survey, the largest radio tech study ever with 264 stations, covering 12 radio formats, and involving 78,111 radio listeners over four generations.
While technology continues to give traditional radio listeners more outlets to discover and hear music, the report shows that broadcast radio can win – and is winning – when it comes to connecting with the consumer/listener.
“Techsurvey9 shows that while gadgets and new media continue to occupy the headlines, radio’s ability to uniquely connect with consumers on their preferred platforms is the secret sauce for future success in the digital space,” says Jacobs Media President Fred Jacobs.
Here some of the key findings:
Digital is the way to listen to broadcast stations: When asked to recall their last week’s listening to the station that sent them the survey, 14% of all respondents say they tuned in on computer and mobile streams, as well as other digital sources. No surprise, that the younger the generation, the more reliance there is on digital platforms when it comes to listening to broadcast radio.
Radio is still important in people’s lives: Consumers still want radios in their new cars, they use radio to discover new artists and like listening to it at work.
Pandora is the biggest player for streaming radio but listeners don’t like the commercials, no surprise there.
When to listen: More than half of the respondents say that they listen most to radio in their cars. More than one in 10 (11%) drive a vehicle with a digital dash system like Ford’s Sync.
Go deeper than Facebook: The Techsurvey9 showed that radio listeners are using Twitter, Pinterest, Google+, and Instagram in greater numbers.
This study clearly shows that radio is still one of the most effective ways to get your message heard. Yes, the rules have changed, but with a highly targeted media plan, your message can cut through the clutter. Forward Push Media has a long standing tradition working in and with radio stations across the country. To find out more on how radio can help increase your enrollments and sales, please see our media buying and planning page.
By Marc Apple