Jacobs Media And PRPD Release Third Annual Study Of Public Radio Listener's Digital Habits
February 25, 2011 at 6:30 AM (PT)
The results of a new national web poll survey, conducted in partnership between JACOBS MEDIA and THE PUBLIC RADIO PROGRAM DIRECTORS ASSN. (PRPD), consisting of over 21,000 respondents from more than 40 public radio stations across the U.S. shows a trend of media usage and gadget acquisition from texting to ownership of eReaders and iPAD.
"There's been a lot written and said about how new technology impacts 'old media,' notes JACOBS MEDIA Pres. FRED JACOBS. "Our findings clearly show how the smartphone continues to be the hot item, led by the APPLE iPHONE."
This is the third year that public radio stations of all formats throughout the U.S. have participated in this PUBLIC RADIO TECH SURVEY initiative.
Here are some of the key findings from this year’s PRTS3 study:
* Public radio listeners have to be the best educated on the planet. Eight in ten have a college degree. And nearly half hold a graduate degree.
* More than one-third of PRTS3 respondents now own a smartphone, up 29% from last year's study. The top choice? The iPHONE (and this survey occurred before the holidays and the VERIZON announcement).
* PANDORA makes its first ever appearance in this study. One-fourth of public radio survey takers listen to PANDORA monthly or more.
* Last year's big headline was about social media. And while momentum has slowed, nearly two-thirds of PRTS3 respondents now have a profile. FACEBOOK and LINKEDIN are the big gainers, while MYSPACE's share has actually decreased.
* Internet radio streaming shows impressive gains. Four in 10 PRTS3 participants listen to streaming audio at least weekly, up 17% from last year’s survey.
* In the past year, six of every 10 PRTS3 respondents say they have downloaded and listened to a podcast.
* Texting continues to grow, even among Classical music fans. Among the total sample, more than four in 10 participants text weekly or more.
* More than one in 10 owns an eReader, such as a KINDLE or NOOK, while 6% have already purchased an iPAD.
* Finally, HD RADIO ownership continues to rise. Overall, 6% say they have an HD RADIO, up 22% from last year. On the other hand, satellite radio has plateaued at 13%, similar to PRTS2 levels.