Infinite Dial 2013 Country Study Results
June 4, 2013 at 3:56 PM (PT)
In-car radio usage is still the top medium for Country P1s, with 91% tuning in and 86% saying they would be somewhat or very disappointed if the station they listen to most went away. That, according to data released TODAY (6/4) by EDISON MEDIA and ARBITRON.
The two research companies released another chapter of their INFINITE DIAL 2013 study, this time focusing on Country P1s. The data shows these users continue to lag behind the overall 12+ sample when it comes to internet access, multiple devices connected to in-home Wi-Fi and online radio listening. COUNTRY users are also behind on awareness of PANDORA and podcasting, and they use YOU TUBE much less frequently than others on a weekly basis.
Four in ten Country P1s have a smart phone and one-quarter of them own a tablet. While 59% have a social network profile, only 23% report using socials "several times per day." Country P1s also accumulate a below-average number of FACEBOOK friends. As with the overall 12+ sample, roughly 8% of Country users sign up for their favorite radio station’s email lists, but they’re likely to be listening to that station right before shopping- at 61%, more likely than average (49%).
The report was based on 223 COUNTRY radio P1s who were surveyed via telephone between JANUARY and FEBRUARY of this year.