Jacobs Media Techsurvey 8 Delves Into AC, Top 40, Hot AC New Media Usage
June 14, 2012 at 12:54 PM (PT)
JACOBS MEDIA has revealed the findings of its Techsurvey 8 of more than 14,000 fans of 36 AC, Top 40 and Hot AC stations, which illustrated a definable progression "from the younger Top 40 listeners to the more mature but very active Hot AC fans to the adult partisans of traditional AC stations."
"This combined sample is made up of 80% females who tell a great story about their deepening relationship with technology and how it impacts their radio listening," JACOBS MEDIA Pres. FRED JACOBS said. "The study provides a road map for reaching these consumers in all the places they entertain themselves."
Among the overall impressions:
* AC, Top 40 and Hot AC are among the most avid users of social media in the entire survey, utilizing FACEBOOK as main source of communication. Of those on FACEBOOK, more than three-fourths of Top 40 fans use it daily. And TWITTER is becoming a key social media channel. When it comes to "liking" a station on FACEBOOK, Hot AC respondents lead the way, as seven of every 10 of them on FACEBOOK have clicked the "thumbs up" icon on the home station’s Facebook page.
* Hot AC and Top 40 fans are especially apt to get viral with web and social media items, pictures and stories they find appealing.
* While only 8% of the overall Techsurvey8 sample are pinning pictures, Hot AC fans are the most likely of all the format to participate on this platform. One-fifth (19%) of them are on Pinterest -- an indication that programmers have another avenue in which to reach this active audience.
* AC and Top 40 fans are more likely to start their day by turning on the radio at home, but there’s a virtual tie among Hot AC fans between the radio at home and turning on the TV, indicative that TV morning shows are doing a good job capturing first tune-ins when these consumers start their days.
* Top 40 fans are among the heaviest in-car listeners, while half of them (and Hot AC respondents) are able to connect a mobile phone or mp3 player in their cars. Of "digital dashboard" system users, Mainstream AC listeners are the most likely to have cut back their broadcast radio listening as a result.
* More than six in 10 Top 40 fans own a smartphone, while three in 10 Hot AC partisans already own a tablet. These Top 40 mobile-savvy respondents are especially likely to have downloaded a radio-centric app, led by PANDORA.
* These fans are among the most frequent users of digital coupons. All three format groups are well above the average for GROUPON deals. And more than one-third of Mainstream and Hot AC fans who receive digital coupons purchase deals on a monthly basis or more often.