Jacobs Tech Poll Shows "Rampant" Pandora Growth
April 22, 2010

In Jacobs Media’s new Tech Poll VI, consisting of more than 26,000 Rock radio listeners across 78 stations, the web survey reveals that smartphones & apps, Pandora and Facebook are the "three stars" of new technology. Pandora especially emerged as one of the big winners in Tech Poll VI, because among respondents who listen to streaming audio, nearly four in ten access Pandora, and the majority of those who listen agree it is better for music than most commercial radio stations. It is especially popular among fans of the Alternative and Triple A formats, as well as smartphone owners.

Pandora’s rampant growth is underscored in this study," says Jacobs Media’s Digital Director Tim Davis. "Our study also notes that about a quarter of Pandora listeners tune in on a mobile device, signifying the importance of being wherever the audience is."

The poll also revealed that 
nearly three in ten respondents have a smartphone, and of them, eight in ten are downloading apps. More than half of smartphone owners who enjoy apps have downloaded a radio-related app, whether it is an "aggregated app" like Clear Channel's iheartradio, individually branded station apps, or apps for music services like Pandora.

"It is significant that more than a majority of smartphone users have owned these devices for a year or less," notes Jacobs Media President Fred Jacobs. "Like Batman’s utility belt, consumers customize their smartphones with apps that entertain, inform, and amuse."

Furthermore, Tech Poll VI illustrates how social media has permeated all demographics and radio formats. Overall, eight in ten respondents have a profile on a site like Facebook, MySpace, or LinkedIn – including the vast majority of Classic Rockers. Of those connected to social media sites, more than one-third are fans, followers, and friends of one of the stations that participated in Tech Poll VI.

Other findings in the study showed that Internet streaming continues to grow, as more than four in ten people listen to streaming radio at least weekly, with local station streams leading the way. Two-thirds of respondents now own an iPod-like device, and of them, six in ten connect them to the vehicles they drive, signaling more competition for terrestrial radio for in-car listening. Satellite radio remains flat for the fourth consecutive year, and only 3 percent of current SiriusXM subscribers say they would discontinue the service if Howard Stern left the network.

Also, Christmas music took a heavy toll on Rock radio last year. More than one-fifth of respondents tuned in Christmas music half the time – or more – this past December. Classic Rock was the format most affected by holiday music programming. And six in ten respondents say that being in a station's e-mail club fosters a stronger relationship with their P1 station.

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