Alan Burns/Strategic Study On Women And Radio: Good News ... But With Caveats
February 17, 2017 at 3:23 AM (PT)
The ALAN BURNS AND ASSOCIATES and STRATEGIC SOLUTIONS RESEARCH study, “What Women Want – 2017,” has discovered more compelling revelations on women's relationship with radio. Although radio, in general, enjoys an extremely healthy relationship with female consumers, there are two areas of concern.
“Women still love the radio station they listen to most (58% love, 96% love or like) and in most areas, radio’s images are very consistent with our data from five years ago,” BURNS founder ALAN BURNS said. “They still feel like their P1 radio station is a good or even best friend (76%), and the ‘best friend’ vote has actually grown to around one in five women.”
“Amazingly, more women told us they felt understood by the radio station they listen to most (78%) than by their significant others!” added STRATEGIC EVP HAL ROOD.
The national study of 2,000 15-54 year-old women found two areas of concern for radio. “Just over half (53%) of all women agreed that they could foresee a day when they might not need radio for music, and almost six in 10 (58%) agreed that ‘radio is kind of old’,” ROOD noted. “Technologically, radio is feeling dated in the context of all the digital choices out there, and needs to work on that.”
The other concern is some weakness with the youngest consumers. According to the study, nearly half (48%) of all women who don’t listen to radio are ages 15-24 -- and 23% of the teens who do listen list “I can’t get the Internet in the car” as one of the top-three reasons they still listen. “There are definite bright spots for radio with 15-24s, though,” noted BURNS. “The vast majority (90%) like radio, radio has higher ‘love’ scores than PANDORA, APPLE or SPOTIFY, and more than eight out of 10 15-24s (82%) look forward to listening and would be disappointed if they couldn’t.”
The BURNS/STRATEGIC study results are being released in a series of four free webinars. The next, on THURSDAY, FEBRUARY 23rd at 2p ET will be devoted to covering what’s happening in connected cars, pureplay music streaming’s impact on radio and how to fight it, and to measuring how much radio listening is being done through headphones.
“The results were a real wakeup call to me, and I think will be to most people,” BURNS said. “You don’t want to miss this.”
You can register for the free 30-minute webinars by clicking here.