Men Who Listen to Music a Lot: Are They Using A "Radio"?
May 27, 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
Last week, we began tackling this critical question:Â In 2013, when listeners spend a lot of time with music, are they spending a lot of time getting music from “a radio”?Â We discussed the women last week.Â This week, we will show the men, and point out some key similarities and differences between the genders.Â
- A fairly consistent 22-27% of each male cell gets at least an hour of music daily via radio.Â
- Meanwhile, heavy music listening in general peaks young, but really does not drop off that much until the oldest cell.
- Thus, most of the 45+ guys who listen to at least an hour of music per day also say they listen to at least an hour of music via a radio...
- But only about half of the one-hour-music Men under 45 also say they listen to an hour of music on a radio.
Now, let’s compare the women:
Significant gender differences:
- More women 18-44 than men 18-44 report long radio music TSL
- Yet, across 25+, more men than women report heavy music listening
- Compare the genders 25-44.Â Among men, those getting an hour of music from radio are only about half of those getting an hour of music, period.
- Among women 25-44, the music vs.Â radio-music gap is much smaller
What this means to you
The digitally-driven life is fast on the rise.Â Â Only half of the heavy music listeners 18-24, of both genders, are heavy music-via-a-radio listeners.Â Among 25-44’s, the men already resemble 18-24’s, and an obvious trend is also working its way through the female demos.Â
This is simple.Â “Radio,” meaning our product, regardless of distribution system, is of course competing for real estate in the future world of mostly-digital listening.Â That listening is shifting rapidly.Â Our listeners, particularly Men 18-44 and Women 18-24, are increasingly not using “radios.”Â They are living digitally, where we want to be part of their daily routines.
If you are targeting men (or young women) this is absolutely your best shot at getting the digital order and protecting your digital future.
If you are targeting women 25-44, the moment to reach them is now, before they leave the radio device.
We tell our clients that online advertising is particularly effective because the user can get to you with a click.Â Darned right.Â And that works a whole lot better when you aren’t “selling” something, but providing FREE music-on-demand.Â
So, as an industry aiming to prevail in the new digital world â€¦ where half of the audience is already living...
â€¦ why the hertz are we spending the overwhelming bulk of our advertising dollars on â€¦ OLD, NON-DIGITAL MEDIA ???