Alan Burns: What's Radio's Future In A Wired-Car World?
Study Looks at In-Car Listening
July 18, 2012 at 3:51 AM (PT)
ALAN BURNS AND ASSOCIATES will continue releasing information from its third national study of female radio listeners this THURSDAY, and the data shows that one of every eight women already has Internet access in her car.
"Even without a BLUETOOTH dashboard, women are using Internet in their cars via their smartphones," said BURNS. "24% of our sample said they use or listen to the Internet in their cars weekly; 16% do it every day. But usage of built-in access is even higher: almost half the women whose cars are so equipped use the Internet in their cars daily."
What will happen to radio when more cars come equipped with in-dash Internet ? BURNS says women cite, "can't get Internet in my car," as the #1 reason for not listening more to personalized music streamers like PANDORA, but women who already have in-car access still listen to radio more often than anything else in the car, and just as often as other women.
"Right now the women with BLUETOOTH dashboards tend to be heavy consumers of media -- including radio," BURNS noted, "so we don’t know if those usage patterns will change as in-car Internet becomes more widespread."
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 results are being unveiled in a series of free webinars presented by TRITON DIGITAL. This week"s webinar (THURSDAY at 3:30p EDT) will be a comprehensive look at radio’s digital efforts and competitors.
To register for any or all of the webinars click here.
ALL ACCESS features exclusive commentary on the study by ALAN BURNS each FRIDAY.