Survey: Radio Remains Strong Despite Competition From High-Tech Sources
April 4, 2007 at 12:27 PM (PT)
Despite emerging technologies that compete with radio as well as provide new platforms for listening to the radio, a new AMERICAN MEDIA SERVICES RADIO INDEX indicates that most Americans continue to listen to radio the old-fashioned way: on the radio. But they also indicate they will not be reluctant to accept new ways to listen to their favorite radio stations in the future.
The national poll, conducted for AMS by OMNITEL during the weekend of MARCH 30-APRIL 1, shows that listening to the radio remains relevant and prevalent. Almost two-thirds (64%) say they listen to the radio daily. More than two-thirds (69%) are listening to the radio more or about the same as they were five years ago. And 84% expect that, five years from now, they will be listening to the radio more or about the same as they do now.
Radio was going to become obsolete when television came along, and then when the eight-track cassette was installed in cars, and, most recently, when the computer revolution began. It didn't happen, and it isn't happening now.
Almost two-thirds (64%) also said the radio is important in their everyday lives, and 84% said it is important in American life in general.
"The conventional thinking over the past couple of years has been that new technologies were going to overpower radio and threaten its relevance to the American consumer," said AMS President/CEO ED SEEGER. "Well, we’ve heard all that before. Radio was going to become obsolete when television came along, and then when the eight-track cassette was installed in cars, and, most recently, when the computer revolution began. It didn't happen, and it isn't happening now."
To underscore his point, SEEGER pointed to a major turnaround over the past year in the number of respondents who indicated they have listened to the radio over the Internet. In an AMS survey conducted in April 2006, only about one-third (36%) said they had listened to the radio on the web, while last weekend's survey revealed that two-thirds (67%) now say they have. More than seven out of every 10 of those respondents, 71%, say they have listened to the radio over their home computer, while 42% have used their office computers to listen. Only 6% had listened to the radio over a cell phone.
Other responses on traditional radio listening included:
* 75% of respondents usually turn on the radio when getting in their cars.
* 83% would miss listening to the radio if it were not available.
* 81% say they think it is "not very" or "not at all" likely they will purchase satellite radio in the next few years.
The American listener has become more familiar with the ability to get traditional radio over the Internet, and about half (47%) say they anticipate using the Internet to listen to the radio in the future. Of those, most (89%) say that listening will be on their home computer and about half (48%) say they will listen in their offices. About a third of those using technology (36%) think they will listen to the radio over a cell phone, and about a fourth (28%) think they will listen over an Internet connection in their cars.