Jacobs Media's Techsurvey 12 On Display At Worldwide Radio Summit
April 14, 2016 at 12:57 PM (PT)
JACOBS MEDIA offered a rundown of results from TECHSURVEY 12 WORLDWIDE RADIO SUMMIT THURSDAY (4/14) in FRED JACOBS' annual presentation.
Among the findings, smartphone and tablet ownership are continuing to rise, with 84% of respondents saying they have a smartphone; Podcasts are showing increased use, up to 25%, and JACOBS said "this is really getting to be significant." Connected cars are now up to one in five respondents; however, smartwatches, expected to grow to double digits from last year, are only at 4%, and 74% said they are not interested at all in buying them, preferring fitness bands like FITBITS. Comparing Gen Y to Baby Boomers, the younger demographic is much more into podcasts, video games, streaming audio and video, smartphones, social media, and texting, while the older respondents were deeper into radio, TV, and satellite radio.
The study also looked at brand platforms, with radio brands remaining in the lead at 91% and Facebook still second at 73%; home station streams showed an increase, but Instagram showed significant growth.
Asked if there is a radio where they lived or worked, Millennials were much less likely to have one at those sires. But all demographics were equally almost unanimous in saying they have a radio in their cars.
Asked why they listen to radio, the top reason listeners gave was to hear their favorite songs, followed by DJs/hosts/shows, and JACOBS noted that, as in past years, emotional reasons -- liking to work with the radio on, being in the habit, being kept company, used as a mood elevator -- ranked highly, showing radio's appeal to listeners' emotions. Responses varied somewhat by format, with Alternative listeners looking for new music and Country listeners wanting to hear their favorite songs. And listeners "get the fact that radio is about local," JACOBS added.
Most listeners said they are listening about the same as they used to, and the percentage saying they listen to AM/FM less stayed the same as last year, 10%; the latter mostly cited too many commercials (counter to the previous panel's assertion that people do not have a problem with long stop sets), lifestyle changes, and repetitive music.
Asked about listening platforms, car radios led the pack with 49%, followed by radio at home, work, or school at 28%. Traditional platforms are at 77%, but digital platforms are up to 20%, "inching up every year," JACOBS said.
On-demand media consumption is a "huge deal for radio," JACOBS asserted, with television showing the effect of on-demand growth -- almost half said they do all, most, or half of their viewing on-demand, especially among Millennials. Podcasting's share is continuing to grow, with Sports and Alternative listeners most likely to listen. The podcast audience skews younger and more likely to view on-demand television. As for what kind of podcast they listen to as podcasts, repurposed radio shows led with 46%, followed by news/current events, and comedy. But with Alternative listeners, comedy was first; music was all the way down at fifth.
Smartphone ownership continues to shoot skyward, and now the 84% who say they own smartphones have reached gender parity and greater adoption by older users. And phones have taken the lead as users' preferred way of waking up, eclipsing clock radios and, JACOBS said, emphasizing the need for stations to have apps that wake users up to their streams. In cars, 93% of respondents said that they'd listened to AM/FM, well in front of other options; AM/FM's share of car listening is 66%, with no other option above 10%. However, when cars are equipped with in-car media systems, radio drops to 55% and satellite increases to 20%, and other options remain static. And among new car buyers, 88% say they want AM/FM in their cars, leading all other options.
Surprisingly, PANDORA did not show momentum in the survey, with people saying they listen to the service more roughly equal to those saying they listen less. Negatives for PANDORA include limited skips, annoying commercials, and too many commercials (showing, JACOBS said, that PANDORA has some of the same problems as AM/FM radio); 42% said that tey are listening to other streams.
The web survey during JANUARY 19-FEBRUARY 22 included 39,503 respondents from the databases of 245 stations in the U.S and CANADA.