Study Calls Pandora 'A Game-Changer'
April 8, 2010 at 5:49 AM (PT)
VISION CRITICAL’s new three-country radio study finds a vast difference in the way U.S. consumers with a smart phone are listening to radio, compared to their Canadian and British counterparts. VISION CRITICAL surveyed more than 3,000 adults in the U.S., U.K. and CANADA and found that while those in CANADA and the U.K. are using applications on their smartphone or iPOD TOUCH to listen to AM/FM radio, U.S. users are more likely to use their apps to listen to web-only radio and music streaming services.
It speaks to the need for U.S. broadcasters to step up to the plate with their own streaming apps before Pandora owns the distribution channel.
Among adults in the U.S. who have listened to online-only radio in the past month, PANDORA leads the pack as the favored online music service (42% having listened in the past year), followed by RHAPSODY (6%), LAST.FM (5%) and YAHOO! (5%). The findings come from VISION CRITICAL’s "Radio Futures 2010" study, conducted in FEBRUARY and MARCH of this year. Further survey results will be shared at next MONDAY’s RAIN SUMMIT WEST CONFERENCE in LAS VEGAS.
"This speaks to the kind of transformational impact that PANDORA is having in the U.S. marketplace,"” said VISION CRITICAL VP/Managing Dir. JEFF VIDLER. "It’s no coincidence that the one market where we see web-only services trump broadcast radio on smartphone apps is the only jurisdiction where PANDORA is legally available -- and it speaks to the need for U.S. broadcasters to step up to the plate with their own streaming apps before PANDORA owns the distribution channel."
Different Story Across The Border, Overseas
In the U.K., where PANDORA is not legally available but the music streaming service SPOTIFY is, broadcast radio holds a clear edge for listening. A total of 31% of U.K. smartphone and iPOD TOUCH users said they listened to broadcast radio in the past week using the apps on their device, compared to 21% who reported listening to web-only radio or streaming services.
In CANADA, where neither PANDORA nor SPOTIFY is legally available, broadcast radio still dominates, with 14% of smart phone and iPOD TOUCH users saying they have listened to AM or FM stations on the platform in the past week, while only half that many (7%) reported listening to web-only radio or streaming services.