Kelly Music Research Asks 'How Important Is FM In The Dashboard?'
March 15, 2013 at 4:00 AM (PT)
The chatter about radio's future in automobiles continues, with a KELLY MUSIC RESEARCH survey finding that FM is still the most important audio feature in the dashboard.
According to VP/GM PAUL KELLY, "A radio that plays FM radio stations is still clearly the most important audio offering a dashboard can provide. An overwhelming 99% of respondents say that if they were buying a car next week, FM in the dashboard is Important. 89% say an FM Radio is 'Very Important'."
Other findings in the nationwide survey show that AM Radio does not fare as well. In fact, of the audio features tested, AM is least important with 54% of respondents saying AM is "Not Important At All."
Satellite Radio comes in a distant second to FM with 46% saying "Somewhat Important" and 19% saying "Very Important," notes the report. Internet Radio in the dashboard is not far behind Satellite with 44% "Somewhat Important" and 13% "Very Important" responses.
KELLY found HD Radio did not do much better than AM. 51% say HD Radio is "Not Important at All" and only 9% saying HD is "Very Important."
The nationwide study took place this week and included 509 male and female respondents aged 18 to 54.