Jacobs Tech Survey: Sports Talk Fans Hooked On Digital
June 12, 2012 at 12:10 PM (PT)
JACOBS MEDIA’s latest tech study of core radio listeners surveyed nearly 2,500 Sports Talk fans about their digital habits and preferences. The study found a very digital-minded audience
"Sports radio fans are highly engaged, into gadgets, and especially likely to be connected via TWITTER," JACOBS MEDIA Pres. FRED JACOBS said. "They know how to access the sports news and happenings they crave, and they deftly use the available tools. Radio needs to work hard to be their go-to medium."
Sports radio listeners exhibited the following characteristics:
* While FACEBOOK and LINKEDIN are popular social media channels, Sports Talk fans lead the league for tweeting. More than half follow a Sports Talk radio station and/or personality on TWITTER.
* E-mail clubs and FACEBOOK fan page are major drivers in stronger listener/station connections, but Twitter is a major player, too.
* Sports Talk fans are near the bottom when it comes to fan recommendation and TSL. In fact, "first occasions" in the morning are dominated by turning on the TV.
* Sports Talk fans are more apt to be satellite radio subscribers.
* They're more likely to spend the majority of their radio listening time in the car, more apt to have their smartphone/mp3 players connected to their dashboards, and more likely to own a vehicle with a sophisticated digital system like FORD’s Sync.
* More than six in 10 Sports Talk respondents own a smartphone, more than a quarter have a tablet, and they are more likely to download radio apps on these devices. They're also considerably more apt to prefer streaming audio on a mobile device.
* While women comprise only 14% of the Sports Talk sample, female fans often profile like their male counterparts. They are into gadgets, they stream more than women who prefer other formats, and they’re very social. Their secret sauce is that they are more likely to recommend Sports Talk stations to friends, and are more apt to share content within their communities.
Techsurvey8 results were gathered online from January 31st-February 15th, 2012 from 57,358 total respondents who listen to one or more of 170 broadcast stations across the U.S. and CANADA.