Radio's Usage Is Shifting Devices
Burns Study Finds Total Radio Listening Up Slightly -- But Not On A Radio
July 11, 2012 at 3:54 AM (PT)
Data scheduled for release this THURSDAY from ALAN BURNS AND ASSOCIATES' annual study of women shows total radio consumption up slightly from year to year, with usage of radio content shifting to devices other than traditional radios.
"The 2,020 women in our sample this year tell us that they're listening to a little less radio on a radio," said BURNS, "but their usage of radio via computers and cell phones is growing significantly."
The study shows that nearly a quarter of all women listen to radio on a computer almost every day, and over 13% listen to radio on their cell phones that often. "Both daily usage and daily TSL to radio online and on phones are growing, with the result that total radio listening in our study is up 1.9% on a year-to-year basis," noted BURNS. "It's a case of a product being available in more places, and thus being consumed more."
The study shows that nearly a quarter of all women listen to radio on a computer almost every day, and over 13% listen to radio on their cell phones that often.
"With or without activated radio chips, cell phones as a device for listening to radio are becoming significant," added BURNS. "Almost half of these women have downloaded a radio station app. That tells me there’s demand for enabled radios on cell phones."
ALAN BURNS AND ASSOCIATES will begin releasing detailed data from its third annual study of female radio listeners nationwide this THURSDAY, JULY 12th. BURNS AND ASSOCIATES researched the attitudes toward and usage of media and music plus the personal interests of over 2,000 women who cume AC and Top 40 radio. The study results will be introduced in a series of four free webinars presented by TRITON DIGITAL, with the first webinar scheduled for this THURSDAY, JULY 12th at 3:30p EDT.
ALL ACCESS will carry exclusive commentary by BURNS on the study results each FRIDAY.
To register for any or all of the free webinars click here.
For more information, contact ALAN BURNS AND ASSOCIATES at (251) 980-7070.