Jacobs Media Study: Rock Listeners Open To Purchasing HD Radios
April 10, 2006 at 1:33 PM (PT)
Awareness of HD RADIO is clearly in its embryonic stage, as only one in five say they know about this digital radio medium, according to the second TECHNOLOGY Web Poll conducted in FEBRUARY '06 by JACOBS MEDIA from 25,000 listeners among 79 different Rock format stations -- Rock, Classic Rock, Alternative. However, more than one-third of the sample indicated they’d be very or somewhat likely to purchase an HD RADIO for approximately $300 after learning about its basic features.
Two stations in the national survey Active Rock WRIF and Classic Rock WCSX/DETROIT had an earlier start than most outlets -- both stations have been broadcasting in HD since JULY '05. Each station also has an HD2 channel being streamed on their respective websites. While only one-fifth of the total national sample is aware of HD RADIO, 50% of those surveyed from the WRIF and WCSX databases know about this new technology.
Despite the greater awareness of HD RADIO from WRIF and WCSX respondents, their overall knowledge about it is no better than that of the total sample’s. So there is a lot work ahead in educating consumers about the specific benefits of HD RADIO.