TechSurvey Finds Radio Listening Via Earbuds, Headphones Growing; New Data To Be Shown At WWRS 2017
January 17, 2017 at 2:44 AM (PT)
In the year's first Power Player interview, COX MEDIA GROUP President KIM GUTHRIE complained that NIELSEN's PPM doesn't capture earbud and headphone listening, which can significantly downplay radio's true listenership. Just how prevalent is earbud/headphone listening? ALL ACCESS contacted JACOBS MEDIA Pres. FRED JACOBS, who has been surveying listeners in TECHSURVEYS for years.
JACOBS presented ALL ACCESS with data from a 2014 TECHSURVEY, where they asked respondents if they used headphones/earbuds half the time or more often when listening to radio. Overall, 17% of the total sample said they did -- but more important, usage of earpieces was growing by generation. While the 2014 survey found that around 10% of Baby Boomers listened via headphones/earbuds, about 20% of Gen Xers used them, approximately 30% of Gen Y's used them, and around 40% of Gen Z's listened via headphones/earbuds.
That was in 2014. JACOBS notes that questions about headphone/earbud listening will be included in TECHSURVEY13, which fields later this month. JACOBS MEDIA will generate data on core radio listeners, broken out by a dozen formats, and many local brands. JACOBS will present some of the data at the WORLDWIDE RADIO SUMMIT 2017 at the W HOTEL, HOLLYWOOD at noon, THURSDAY, MAY 4th.
You can register to attend that presentation and all WWRS 2017 activities here.