Bridge: Net Radio Fans Change Expectations Over Time
June 4, 2012 at 3:14 PM (PT)
BRIDGE RATINGS released a study of new consumer perception of Pureplay Internet Radio sources and found pre-use perceptions of SPOTIFY, PANDORA and SLACKER, changed dramatically over time. The study, conducted between APRIL 2nd and MAY 25th, 2012, examined the key reasons listeners of pure play Internet radio are initially attracted to these services compared to experience over time.
The study found that when consumers used PANDORA, SPOTIFY and SLACKER for less than 30 days, perceptions of the services prior to initial use regarding music familiarity were fairly equal. However, those scores changed significantly after the listeners had used the service six months or longer.
For example, SPOTIFY’s high 8.8 Music Discovery rating among initial users settles to a 5.5 among experienced users, suggesting that SPOTIFY is not delivering on initial impressions.
PANDORA’s high 7.7 initial score for Familiarity drops to a 3.8 among experienced PANDORA users, indicating that this consumer group believes that PANDORA is a better Music Discovery source than it is a source for familiar music.
SLACKER’s 4.4 Music Discovery score among new users increases to 6.5 among experienced SLACKER users revealing that SLACKER becomes more of a Music Discovery source than users initially perceived.
"The study confirms that perceptions of these services prior to experience change over time," BRIDGE RATINGS Pres. DAVE VAN DYKE noted. "It’s valuable information because Internet radio and broadcast radio continue to make an effort to best understand why consumers of music are using these services and what initially is attracting listeners and how that compares with actual usage."
For more information, contact VAN DYKE at BRIDGE RATINGS: (714) 279-3900 or email@example.com.