Radio Streamers Spending Their Media Time Online
September 16, 2013
In the past couple weeks we have been showing you data about online streaming of radio stations.Â What kind of listeners are doing it. Via what kind of device. And in what location.Â One remarkable headline.Â Among folks who now get some radio digitally, the smartphone may now be surpassing both the home computer and the home radio as a listening source.
All these data come from NuVoodoo’s 2013 national study of radio listeners 18-54.Â Since the beginning of the year, we have been documenting the rapid shift of the Radio audience’s lifestyle.Â More and more time online.Â More and more time, functions, and importance for the smartphone.Â Less and less reliance on traditional media.Â So that is what is happening, and will continue to happen, with digital streams of Radio.Â Increasing numbers of listeners becoming streaming regulars.Â “Radio listeners” whose only encounter with an actual “radio” is in a car, if there.Â
This shift in audience lifestyle habits presents a challenge for radio stations:Â We need to be advertising to maximize audience in an era of device flux.Â We want to communicate with high frequency to the listener who is shifting to the smartphone world and its innumerable options.
What do we think we know about the streamer?Â That this listener may be turning away from old media, and thus hard to reach with traditional campaigns.Â But that this listener might be extremely reachable ONLINE?Â Let’s test that hypothesis.
As we might expect.Â Streamers are online animals.Â A solid majority of listeners who stream spend over two hours a day looking at the Internet for non-work matters.Â As opposed to just over a third of non-streaming radio listeners.Â And, one in four streamers is eying the screen for more than four hours a day.
What this means to you
This is pretty straightforward.Â The smartphone era means streaming is here and will be growing fast.Â Our audiences are tooling around on their devices looking at this exciting new world of audio options.Â We need to be in their face.Â We need to be the end-aisle display at that point-of-purchase venue.Â Their screen.Â
Streamers are people who are already very comfortable living online. They spend more than 50% more time online than other folks.Â So, uh, what might be the best way to get our message out about our streaming products?Â A big TV campaign?Â That streamers don’t see?Â Or a constant presence where they are.Â Where they live.Â And where Radio expects to live and thrive.Â On the smartphone itself.