Jacobs Media's Christian Radio Results Released
June 18, 2012 at 11:48 AM (PT)
JACOBS MEDIA has released results from its tech study of core radio listeners. Nearly 3,200 Christian radio fans shared their thoughts about their digital habits and preferences. The sample was dominated by listeners to both EMF BROADCASTING's Contemporary Christian K-LOVE and AIR 1 radio networks.
"Christian radio fans are amazing. Their recommendation scores are through the roof, and they are more likely to share content online. And they just love their Christian radio stations," said JACOBS MEDIA Pres. FRED JACOBS.
Key takeaways from the study include:
The highest NET PROMOTER scores in TECHSURVEY8: The study average of this recommendation metric is 42, so a score of 71 is off the charts for Christian radio. Word-of-mouth means a great deal in all media, and these stations exemplify it.
Apps, Apps, Apps: While less likely than average to own a smartphone, those in the Christian radio community who do pack an IPHONE, ANDROID, or BLACKBERRY are very app-centric. They are more apt to have downloaded a radio app, and more than any other format group, they access apps by the individual stations that made up this sample.
They love to click "like" on FACEBOOK: Overall, seven of every 10 Christian radio devotees who are on FACEBOOK have "liked" the station that sent them this survey. This high level of FACEBOOK engagement represents a strong opportunity for Christian stations to connect with their audiences on different platforms.
Hey, PINTEREST! While FACEBOOK is the dominant social media platform, one-fifth of Christian radio female partisans are on PINTEREST, another channel in which to engage.
Protecting the in-car listening franchise: Christian radio listeners are among the heaviest radio listeners in cars and trucks. Overall, six in 10 say the lion's share of their broadcast radio usage takes place on four wheels. While they are somewhat less apt to connect a smartphone or mp3 player to these vehicles, the coming "digital dashboard" may be a caution sign on the media highway.
The challenge of "First Occasions": Only 36% of Christian radio fans start their media day with radio (compared to 43% for the TECHSURVEY8 average). Turning on the TV, checking email, and FACEBOOK are all popular diversions in morning drive.