Harker Research's NAB Presentation On Radio's Future Now Online
September 22, 2011 at 2:08 PM (PT)
A new study -- Radio's Future: Listeners and Content -- that HARKER RESEARCH released and presented at the recent NAB RADIO SHOW, has been put online. The study, which found, among other things, that broadcast radio is still the first choice for today's audio consumer even in the changed media landscape.
Among the findings of Radio's Future: Listeners and Content are:
* Listeners are Media Multi-Taskers.
* Listeners are still tuning in to radio... just with many more devices than before.
* Audio consumers are streaming in record numbers - and listening to many local radio stations.
* Broadcast listeners prefer their P1 station to Pandora.
* With so many choices, no audio source is "irreplaceable".
* Convenience is key to radio's success and listeners expect broadcast radio on every device.
* Radio's social interaction remains important. It has just moved to the web.
* Local information and personalities drive media consumers to radio.
"An increasing number of available audio options isn't a zero sum game," HARKER RESEARCH Managing Partner GLENDA SHRADER BOS said. "Our research shows that the increase in options is driving people to listen more. Streaming doesn't replace the local aspect and convenience that broadcast radio offers listeners."
"We were excited to work with HARKER RESEARCH on this study, RAB Pres./CEP JEFF HALEY noted. "It was important that we share insights into broadcast radio's strength and the complementary impact of online audio consumption. This study continues to prove the power of radio's brands in the changing media landscape."
The study can be accessed here.