Jacobs Media 7th Annual Public Radio Tech Survey Measures Digital Revolution's Impact
September 17, 2015 at 3:58 AM (PT)
JACOBS MEDIA's newly released, seventh annual PUBLIC RADIO TECH SURVEY, in partnership with the PUBLIC RADIO PROGRAM DIRECTORS ASSOCIATION, reveals how public radio is positioned in the ongoing digital revolution.
Here are some of the trends revealed by the survey:
- Public radio is about learning, credibility and objectivity, and a deeper perspective into news. Each of these values is mentioned by at least three-fourths of PRTS7 respondents.
- Weekly usage of video streaming platforms like YOUTUBE and NETFLIX is higher among public radio listeners than streaming audio channels like PANDORA and SPOTIFY.
- Nearly one-fourth (23%) of public radio partisans agree they're listening to more on-demand content from their favorite public radio stations and networks. And more than four in 10 (44%) say they've listened to a podcast or on-demand audio in the past month. Among millenials, three-fourths (76%) have accessed on-demand audio or podcasts in the past 30 days.
- The most popular podcast among public radio respondents is "This American Life," followed by "Wait Wait...Don't Tell Me!" "Radio Lab," "Serial" and "Fresh Air."
- Nearly eight in 10 (78%) PRTS7 respondents own a smartphone, while six in 10 (61%) carry a tablet.
- Among those who have downloaded it, the NPR One app is used frequently, receives strong performance ratings, and appears to be driving more public radio listening.
- When it comes to recommendation, public radio stations continue to excel, although this year's NET PROMOTER SCORE is the lowest since the PRTS studies began. Still, the NPS level of 64 is exceptional, led by women, as well as members of Generations X and Y.
- Nearly eight in 10 (78%) public radio devotees are in the social space, led by FACEBOOK and LINKEDIN. But these platforms vary considerably by public radio formats, generation, and gender.
- By 4p, one-third (33%) of public radio listeners say they're very informed about the big news stories of the day. Most credit their local public radio stations and NPR new reports, but younger fans are more apt to have gotten their news and information from social media and national news websites.
- Of those in the market for a new vehicle in the next year, nearly nine in 10 (89%) say an AM/FM radio is very important. However, many are also interested in new in-car technology, including BLUETOOTH and an AUX IN connector.
A mini-deck of PRTS7 highlights is available here.
PRPD Pres. JODY EVANS commented: "The relationship between JACOBS MEDIA and PRPD is one of public radio's most vital partnerships. As PRPD has honed its strategic focus around consumption, relevance and sustainability, it's clear that our years of work with JACOBS MEDIA was laying that ground work."
Added JACOBS MEDIA Pres. FRED JACOBS: "The public radio audience is on the move, increasing its use of digital media. Fortunately, the system is answering changing audience needs with podcasts like 'Serial' as well as mobile applications like the NPR ONE app."
JACOBS will participate in a special session at the PUBLIC RADIO PROGRAM DIRECTORS CONVENTION in PITTSBURGH on TUESDAY, SEPTEMBER 29th, "The State of the Public Radio Audience," with the RRC's DAVE SULLIVAN and EDISON RESEARCH's LARRY ROSIN. Later that afternoon, FRED will moderate a live focus group of public radio listeners covering topics that include membership and pledge.
To register for the PRPD conference, click here.
PRTS7 data were gathered online from JUNE 15th-JULY 20th. Overall, 54 public radio stations across the U.S. participated, contributing 19,730 respondents. PRPD partnered with JACOBS MEDIA for this study, NUVOODOO MEDIA SERVICES handled the backend responsibilities of the study.