Burns Study: Effect Of Streaming Services On Radio Listening Is Minimal
July 17, 2012
Alan Burns and Associates have released more results from the company's third annual national study of female radio listeners, titled "Here She Comes 2012 - Insights into Women, Radio, and New Media." Data scheduled for release later this week shows that personalized streaming services like Pandora are having minimal impact on radio listening.
"Custom streams are clearly growing," commented Burns. "However, daily users of personalized music streams are even more likely to listen to radio on a daily basis. And the heaviest users of custom streams listen to more total radio than average – they are heavy consumers of media and music in almost all forms."
Burns noted that daily TSL to radio by Pandora listeners is slightly lower than average, but their total radio usage is at most five percent lower than the all-women average.
"If you could invent a music service that adapted to your music tastes without you having to do anything, was mood-selectable with one click, was highly social, inserted your local weather and traffic information, and was available everywhere, all you’d have done is invent radio," said Burns. "Radio is terrifically resilient."
Burns and Associates researched the attitudes toward and usage of media and music as well as the personal interests of over 2,000 women who listen to AC or CHR radio. Burns is releasing the results of the 2012 study in a series of four free webinars presented by Triton Digital. The second webinar is slated for this Thursday, July 19 at 3:30 p.m. ET and will take a look at radio's digital efforts and competitors. To register for the webinars, click here.