How Do Smartphone Owners Feel About Radio Stations? (Pt 4)
July 8, 2013
With the rapid market penetration of smartphones, our audiences are living through a time of rapid lifestyle change.Â They increasingly are using their smartphones for virtually everything. Including, obviously, more and more of their radio listening. Thus, over the past three weeks we have been showing you some of the most critical data from NuVoodooâ€™s national study of radio listeners. We have showed that, at this early stage, smartphone owners are strongly with us. Slightly more, not less, attached than non-smartphone folks to their favorite stations and morning shows. That is very encouraging, and confirms that this audience is still ours to maintain or lose.Â
Now letâ€™s look at News consumption.Â The smartphone offers a consumer myriad alternatives to Radio news.Â How are we doing so far?
As the chart above shows, folks who own smartphones are just about as likely as those who do not to have a go-to Radio provider for news and information.Â Okay, but are they using their Radio news station less than listeners without smartphones?
Nope.Â The good news is that Smartphone users who have a favorite station for news listen longer than their non-smartphone counterparts.
What this means to you
We are not implying that news/info-driven radio stations will not be seriously challenged by Smartphone alternatives. Â Instead, what we are saying is that it is still very early in the game and we do not yet detect any move away from Radio. The act of acquiring and owning a smartphone does not make a listener less attached to, or listening less to, a radio news provider.
Now is the time for us to protect our position.Â This about how we market our radio stations to an audience that is rapidly converting to living digitally.Â Â Â We should be rapidly deploying every tool we have to make sure our news images stay top of mind.Â We should be using every opportunity we have to get constant, ubiquitous, clickable, ads directly on our listenersâ€™ screens.Â When they think news, they are going to go to the most convenient, quickly accessible provider they can find.Â We had better make sure that is us.