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 tomorrow shows that one of every eight women already has Internet access in her car.
"Even without a Bluetooth dashboard, women are using internet in their cars via their smartphones," said Burns. "Twenty-four percent of our sample said they use or listen to the internet in their cars weekly; 16 percent do it every day. But usage of built-in access is even higher: almost half the women whose cars are so equipped use the internet in their cars daily."
What will happen to radio when more cars come equipped with in-dash internet? Burns says women cite "canít get internet in my car" as the #1 reason for not listening more to personalized music streamers like Pandora, but women who already have in-car access still listen to radio more often than anything else in the car, and just as often as other women.
"Right now the women with Bluetooth dashboards tend to be heavy consumers of media Ė including radio," Burns noted, "so we donít know if those usage patterns will change as in-car internet becomes more widespread."
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.