Streamers Are Big On Social Media
September 23, 2013
The deeper we look into the data, the more everything is pointing in the same direction.Â The massive shift to the portable/digital lifestyle is underway.ÂThe tide is strong.Â Most of our audience spends a lot more time looking at screens than they do with older advertising media.Â Radio is increasingly an online streaming product.Â Â We want to be perceived as a contemporary new-media digital product.Â We do not want to be unnecessarily left in the old-media dustheap.
And the great news is that we are starting from a good position.Â Radio listeners who have smartphones tend to feel good about Radio.Â Compared to their non-digital counterparts, they are actually a bit more into Radio.Â Better bonding to station brands, for music, for mornings, for information.Â Better time spent listening.Â And so far, their digital loyalty has been good.Â They are ours to defend.Â Or not.
This week, we ask:Â How might we communicate with a streamer?Â If we wanted to make sure to advertise to them, where might be a good place to find them?Â We wondered whether they were the type to value social media.Â Just because they are in the digital audio world, they are not necessarily more social or extroverted than the average Facebook bear.Â So we asked.
This is huge.Â A streamer turns out to be someone who is very into social media.Â Which is not to say that social media isn’t already important in listeners’ lives across the board.Â We have shown that over and over.Â But look the contrast between non-streamers and streamers in the chart above.Â The findings: (1) Non-streamers are plenty into social media.Â A whopping 45% of non-streamers rate social a 4 or higher on a 1-6 “importance in your daily life” scale.Â (Which is stronger than their radio stations.)Â BUT â€¦ (2) Streamers are far more into social media than non-streamers.Â Among streamers, about 67% rate social media a 4 or higher.
What this means to you
Are we doing everything we can do to reach those who are converting to the digital universe?Â Are we getting our message to them with high frequency?Â Strongly enough to put us in the “first in” position for promoting and advertising audio streams to them?Â These are the right questions to ask.Â Today.Â All it should take to hold onto these listeners well into the future is for us to play smart defense now, as the playing field shifts to the digital turf.Â All it would take to squander our advantage with them would be for us to take them for granted.Â Letting our insurgent digital competitors control the digital advertising space.Â And thus the conversation.
If we want to reach the streaming converter, we won’t do it via old world advertising.Â But establishing, and defending, a huge presence in social media advertising, right NOW, would be a really good idea.