Jacobs Tech Survey Results; A Look At Gen Z Highlight Thursday WWRS Sessions

Busy Day At WWRS

Among the items on a full agenda at today’s (5/3) WORLDWIDE RADIO SUMMIT 2018, happening at the W HOTEL in HOLLYWOOD, CA, was a look at radio's attempts to appeal to Millennials and Gen Z, with FUTURI MEDIA Pres./CEO DANIEL ANSTANDIG moderating and iHEARTMEDIA Networks Pres. DARREN DAVIS, FORD Global Lead/Business Development & Partner Management SCOTT BURNELL, ELEVATE CEO NICOLE BERGEN, and COX MEDIA GROUP VP/Audience & Content TIM CLARKE joining COOPER on the panel. After taking turns characterizing the younger audience (from BERGEN's "Narcissist" to COOPER's "FOMO -- Fear Of Missing Out"), the panel addressed recruiting Millennial and Gen Z talent and changes in content and consumption habits (with an emphasis on younger consumers' very different attitudes towards automobiles, a situation confirmed by BURNELL, who discussed FORD's approach to the changes, and BERGEN, who said her research shows younger subjects moving from having car budgets to having UBER budgets). "We all have to stop thinking of ourselves as radio people," DAVIS advised, pointing to Millennials and Gen Z looking at radio as an appliance. He also asserted that companies waiting to make content for digital platforms until they can be monetized will be "sh-t out of luck" if they continue to hold out.

An annual favorite session at WWRS is the JACOBS MEDIA TECH SURVEY, with the 2018 edition presented by company Founder/Pres. FRED JACOBS. This year's version of the "Media Pyramid" showing total usage was led by TV/Video and AM/FM Radio (the latter up slightly), but Smartphones have ascended to third, followed by Social Media, Tablets, Streaming Video, Radio/Music Aps, Phones Connected to the Car, Streaming Audio, Smart TV, Video Games, MP3 Player, Satellite Radio, Connected Cars, Podcasts (up slightly), Smart Speakers (a healthy jump and the biggest gainer), HD Radio (slightly down), and Smartwatches. The pyramids also looked at the usage by format and by gender (men more into streaming, apps, and podcasts, women more into social media).

The report also asked why people listen to AM/FM radio, and the leading reason was that it is easiest to listen to in the car. But, the third reason, not far behind, was that it is free. Still important are emotional reasons -- from habit, to loving, to work with the radio on, a connection with radio, companionship, and mood elevation. Local orientation is "overwhelmingly" seen as an advantage radio has over competitors, with vast majorities in every demographic category agreeing with that sentiment. See a more complete detailing of the study on the ALL ACCESS NET NEWS page here.

ALL ACCESS News/Talk Editor PERRY MICHAEL SIMON has filed extensive, real-time coverage of all panels taking place at today’s WWRS; see more detail on the above panels and others here.

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