Jacobs Media Releases Techsurvey8 AC/CHR/Hot AC Results
June 15, 2012
Jacobs Media's Techsurvey8 study rolls on, as the company has released the results of its AC/CHR/Hot AC portion of the report. Over 14,000 fans of 36 AC, CHR, and Hot AC stations across North America were asked their opinions on technology and broadcast radio.
Jacobs Media President Fred Jacobs says, "This combined sample is made up of 80 percent females who tell a great story about their deepening relationship with technology and how it impacts their radio listening. The study provides a road map for reaching these consumers in all the places they entertain themselves."
The key findings from Techsurvey8 on AC/CHR/Hot AC radio listeners include:
Letís socialize: They are among the most avid users of social media in the entire survey, utilizing Facebook as main source of communication. Of those on Facebook, more than three-fourths of CHR fans use it daily. And Twitter is becoming a key social media channel. When it comes to "liking" a station on Facebook, Hot AC respondents lead the way, as seven of every ten of them on Facebook have clicked the "thumbs up" icon on the home stationís Facebook page.
Share and share alike: Among the most avid sharers of content in the survey, Hot AC and CHR fans are especially apt to get viral with web and social media items, pictures and stories they find appealing.
Here comes Pinterest: While only eight percent of the overall Techsurvey8 sample are pinning pictures, Hot AC fans are the most likely of all the format to participate on this platform. One-fifth (19 percent) of them are on Pinterest Ė an indication that programmers have another avenue in which to reach this active audience.
The challenge for "First Occasions": The good news is that partisans of AC and CHR are more likely to start their day by turning on the radio at home. But thereís a virtual tie among Hot AC fans between the radio at home and turning on the TV, another sign that morning shows on television are doing a good job capturing first tune-ins when these consumers start their days.
Baby, you can drive my car: CHR fans are among the heaviest in-car listeners, while half of them (and Hot AC respondents) are able to connect a mobile phone or mp3 player in their cars. And of those with "digital dashboard" systems like Fordís SYNC, Mainstream AC listeners are the most likely to have cut back their broadcast radio listening as a result. Capturing the attention of these consumers while they're driving will be an ongoing challenge moving forward.
Smartphones, Apps and Tablets are big: More than six in ten CHR fans own a smartphone, while three in ten Hot AC partisans already own a tablet. These CHR mobile savvy respondents are especially likely to have downloaded a radio-centric app, led by Pandora.
Letís make a deal: These fans are among the most frequent users of digital coupons. All three format groups are well above the average for Groupon deals. And more than one-third of Mainstream and Hot AC fans who receive digital coupons purchase deals on a monthly basis or more often.
Jacobs Media will continue its series of Techsurvey8 webinars with Christian Contemporary Music on June 18, followed by Variety Hits on June 25 and News/Talk on June 26. For more information, visit jacobsmedia.com.