Edison-CRS Morning Study: Be The Alarm, Be Present
February 26, 2015 at 11:41 AM (PT)
EDISON MEDIA RESEARCH Pres. LARRY ROSIN says radio has a hardware problem when it comes to waking up listeners, as he shared results for the CRS commissioned research project that show 45% of Country listeners between 18-45 are awakened each day by a mobile device.
That far outpaces the 16% who said they use the radio to rise and shine.
The study, “Do Mornings Still Drive Country Radio” was broken down into four segments: Waking up, getting up, time on the road and at work. ROSIN and EDISON ‘s Dir./Research, MEGAN LAZOVICK presented results using Video, man-on-the-street interviews and results of a national survey of 1,540 online interviewees.
Most listeners say they’re awake by 6:30 am, but then spend an average of 30 minutes in bed, with 50% checking their mobile devices and 40% of that number checking social media. TV Watching was next, with 17% watching while still in bed.
As for devices in the bedroom, 61% of respondents had an alarm clock, 59% had a TV and 52% kept a smartphone nearby.
ROSIN suggested Country radio work Harder to “Be the alarm” for listeners and to be sure it is “Present in the first moments of the day.”
While getting ready, listeners have an average of 23 tasks they accomplish before leaving for work; the peak hour for these is between 5:00a-6:00a. Using man-on-the-street interviews, ROSIN and LAZOVICK illustrated how most people mentioned an urgent need for coffee moments after getting up.
ROSIN concluded that Country radio morning shows should find a trigger for listeners to use it more.
Peak listening time while on the road is between 7:00-8:00a, with 87% traveling to work in a vehicle, 86% of whom are traveling alone in their car. Additionally, 85% of these commuters are using radio during this peak time.
“Radio is riding shotgun with these drivers,” said ROSIN, who also questioned whether radio should consider changing its click structure during this heavily used hour. Too many stopsets and not enough extended periods of music and talent content blocks run counter-intuitive to how people are using radio during the drive in.
Because the most common time to arrive at work is between 8-9a, ROSIN asked if morning shows are on the air too long.
When asked what listeners want form radio in the morning, News topped the list at 88% followed by information next (86%), water cooler topics (81%) and local events (70%).
Results will soon be posted on EDISON’s site.