Women Who Listen to Music a Lot: Are They Using A "Radio"?
May 20, 2013
Week after week in this space, as we show data from NuVoodoo’s recently-completed national study of listeners 18-54, a consistent theme has emerged.Â We keep seeing just how much of our listeners’ media lives have already converted to digital media.Â
Let’s look, Women this week and Men next, at yet another dimension that confirms why we must be advertising all over digital media.Â When listeners spend a lot of time with music, are they spending a lot of that time getting their music from “a radio”?
A dramatic trend, and one that demands our attention:
- Consistent across demo cells, 26-31% use Radio at least an hour for music
- Yet, overall, heavy users of MUSIC increase steadily and dramatically as they get younger: Only 34% of Women 45-54, but 56% of Women 18-24, listen to at least an hour of music, period, on some device
- 35+:Â more than Â¾ of heavy music users are also heavy music-via-radio users
- 18-24: only half of heavy music users are also heavy music-via-radio users
Combine (1) the greater appetite (and availability) for music listening of younger women with (2) the fact that younger women are increasingly living their lives via Smartphones and online media, and we have an awful lot of young women now able to listen to music for a long time every day.Â A golden opportunity for the intelligent digital provider.Â Hopefully, your radio station.Â But more than that, a huge emerging “non-radio” digital segment that you had better be promoting to and reaching.Â On a consistent and ongoing basis.
What this means to you
As we keep telling ourselves, Radio IS a digital music provider.Â So...when digital devices are becoming the all-purpose medium of choice, they also must become, for us, the major ad medium.Â With the bonus that a digital ad strategy allows us to put a clickable link to our audio products all over the online and smartphone space.Â Simply put, it’s the well-established effectiveness of point-of-purchase advertising.Â Asking for the order.
There is a massive gap between the way our listeners are living and the ways we are advertising to them.Â Now, Radio certainly understands the immediate demographic need to make our PRODUCT easily accessible, on demand, via digital media.Â Yet, for some reason, even when we are targeting young, most stations are still giving digital media only a small share of our advertising budgets.
This is not hard.Â It simply requires us to rethink “where the fish are.”Â If you are targeting women 18-34, and you are not all over their daily digital world with your one-click-to-listen advertising pitch, you are probably missing your best shot at improving your TSL (and your hipness) among an awful lot of those women.