Burns Study: Pandora Having Minimal Impact on Female Radio Listeners
July 17, 2012 at 5:00 AM (PT)
ALAN BURNS AND ASSOCIATES will reveal on THURSDAY that personalized streaming services like PANDORA are having minimal impact on women's radio listening. The firm 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.
"Custom streams are clearly growing," BURNS said. "However, daily users of personalized music streams are even more likely to listen to radio on a daily basis. And the heaviest users of custom streams listen to more total radio than average; they are heavy consumers of media and music in almost all forms."
Pandora listeners' daily TSL to radio by is slightly lower than average, but their total radio usage is at most 5% lower than the all-women average. "If you could invent a music service that adapted to your music tastes without you having to do anything, was mood-selectable with one click, was highly social, inserted your local weather and traffic information, and was available everywhere, all you’d have done is invent radio," he said. "Radio is terrifically resilient."
To register for this week’s webinar (THURSDAY at 3:30p EDT), click here.