Ipsos Research Study Highlights Continued Strength Of AM/FM Radio In Cars
March 2, 2015 at 4:58 AM (PT)
A research study conducted by IPSOS, for iHEARTMEDIA in JANUARY 2015, finds that AM/FM radio remains the overwhelmingly preferred audio entertainment option in the car.
While consumers do use new streaming services, virtually all consumers -- 99% -- are comfortable with the current AM/FM in-car radio operation. And 91% of consumers say they prefer physical AM/FM radio buttons and controls built into the car dashboard, rather than AM/FM being an app that appears in the car's electronic interface (with only 9% saying they would want it changed into a dashboard app).
An additional finding was that while AM/FM radio remains paramount in the car, consumers use their in-car CD player three-and-a-half times as much as they use any digital music service.
The survey also detailed other facts highlighting the importance to consumers of AM/FM radio in the car; the demand for digital services is increasing, but they are still behind AM/FM radio, the CD player and satellite radio.
AM/FM radio still dominates in-car listening as the top platform used, with 84% of consumers using it in the car, followed by CD players at 64% -- but radio still maintains a leadership position over the next closest service choice, SIRIUS/XM -- which had 22%. PANDORA was 18%; iHEARTRADIO was 8%; HD RADIO 7%; and SPOTIFY was 7%.
Eighty percent of consumers chose AM/FM car radio as the top option for their car’s entertainment system, followed by the CD player at 68%, satellite radio at 45%, and a streaming music service at 34%.
“Overall, this study makes it clear that in spite of consumers' love of apps and new digital products, they have a great attachment to their AM/FM radio and an overwhelming desire to keep its operation and function as it is,” said IPSOS MEDIACT VP THOMAS SPINELLI. “The in-car AM/FM radio is still a universally known audio platform – and its ease of use, convenience, features and familiarity continue to make it a top consumer choice for in-car audio.”
“This study shows that the consumer isn't replacing existing services and products with new ones; instead, they want them all -- making the car even more music-enabled with a number of choices at any given time,” SPINELLI added,
The study, conducted by IPSOS for iHEARTMEDIA in JANUARY 2015, surveyed a nationally representative sample of 1036 adults 18+.