Localytics: Apps Give Listeners Radio Everywhere
May 1, 2012 at 8:00 AM (PT)
The convenience of having your favorite local radio station in your pocket is resonating with listeners, according to research from LOCALYTICS. Their findings found "over the past 12 months, use of radio-based mobile apps grew 33%. By instantly turning any iPHONE, iPAD or ANDROID device into a 'radio,' users can listen virtually anytime and anywhere. The accessibility and convenience of mobile both increases listening hours and extends reach beyond traditional broadcasting ranges -- the convenience of radio anywhere."
"We're always looking for new ways to engage our listeners, and apps provide us with a great one," says ENTERCOM's TIM MURPHY. "The convenience of being able to listen to us in the car, on the train, at home or in the office on a device you’re already carrying is great, both for us and for our listeners."
While there are data caps to be wary of, at a streaming quality of 64 kbps a listener can stream 70 hours of radio before hitting the 2 GB monthly data plans now common in the U.S. found LOCALYTICS. By comparison, PANDORA reported average listening time of 18 hours per month.
"Being able to reach listeners anywhere and anytime is useful for our stations' apps," said MURPHY. "When people leave their local station’s broadcast range, whether they’re driving across the state or flying across the country, we can still provide them with the local radio content they want to hear."
Surprisingly, "more than half of terrestrial radio app listening is taking place in locations within the radio stations' traditional broadcast reach, pointing to the convenience of smartphones as an addition to users' existing listening options," wrote LOCALYTICS. "Even within a station's range, offering a smartphone app offers listeners the convenience of listening when signal coverage is spotty, or where a standalone radio might be inconvenient. Radio stations with associated smartphone apps can give their listeners a more varied and flexible experience both within and outside of their normal broadcasting region."