Harker: Has HD Peaked Already?
March 29, 2011 at 2:50 PM (PT)
Using the number of GOOGLE searches as a litmus test for popularity and acceptance, a recent post on the RADIO INSIGHTS blog by HARKER RESEARCH contends that HD Radio's best days may actually be behind it. The post, written by GLENDA SHRADER BOS and RICHARD HARKER, cites GOOGLE Insight data that found that Search interest in HD Radio peaked in 2007 and has fallen by two-thirds since then.
The authors do point out that far more perceived successes have peaked as well. PANDORA, for instance, has continued to grow over the last few years, but "interest actually peaked in early 2009. Since then, interest has fallen off 50%. With registered users topping 80 million, maybe everyone knows about PANDORA by now and there’s no need to search for it."
HD RADIO, they contend, is in a far more troubling situation. "With limited awareness of HD and very slow set sales, HD needs to be in a growth mode when it comes to search," they wrote. "If we saw growing numbers of listeners using GOOGLE to learn more about HD RADIO, it might mean HD RADIO is gaining momentum, and it is just a matter of time before people start buying HD radios.
"Unfortunately, interest in HD is declining, not growing. Interest peaked in DECEMBER 2007, and has been steadily declining since. Each DECEMBER there is a seasonal peak, as there is for most tech gifts, but interest in each subsequent CHRISTMAS season has dropped."
Read the entire posting here.