Infinite Dial 2013 Study Looks At News-Talk-Sports Audience
June 13, 2013 at 12:44 PM (PT)
ARBITRON and EDISON RESEARCH have released the News-Talk-Sports portion of their Infinite Dial 2013 study of radio listeners. 224 News-Talk-Sports P1 listeners were included in the study.
Among the findings:
70% of News-Talk-Sports P1s have Internet access and Wi-Fi, as opposed to 67% of all Persons 12+, and 27% of N-T-S P1s have five or more devices connected by Wi-Fi, contrasted with 24% of all listeners.
31% listen to online radio weekly, slightly under the 33% figure for all listeners, and are less likely to have listened to PANDORA (14%, versus 20% of all listeners). N-T-S listeners are slightly more aware of PANDORA, iHEARTRADIO, and SPOTIFY than the overall audience, and are more familiar with podcasting (59%, as opposed to 46% overall) and are more likely to have listened to a podcast in the last month (15% versus the total audience's 12%). N-T-S listeners are more likely to have watched something on YOUTUBE.
49% of News-Talk-Sports P1s are likely to have their cell phones at arm's length, slightly lagging the overall 52%. They're also much less likely (19% versus 30%) to wake up to their cell phones, and slightly less likely (50% versus 53%) to own a smartphone, yet are more likely to own a tablet.
58% of News-Talk-Sports P1s have social network profiles, behind the overall 62%, and are less likely to be frequent social media users and have fewer FACEBOOK friends on average. FACEBOOK is the strongest social medium for N-T-S P1s, with LINKEDIN second and Twitter third, but very few N-T-S P1s -- 2% -- follow their leading station on FACEBOOK (9% of the overall audience does).
For in-car listening, 92% of N-T-S P1s use AM/FM radio, followed by CDs (62%), iPods or MP3 players, and satellite radio.