Jacobs Media Techsurvey8 Looks At News/Talk Format
June 27, 2012
Jacobs Media has released the latest results from its Techsurvey8, this time focusing on the News/Talk format. According to Jacobs Media President Fred Jacobs, "These News/Talk fans are mature adults, but they are blazing a new tech trail, especially with their acquisition of tablets and in-car digital dashboards. Their appetite for news, current events, and local happenings is being filled with a myriad of different media options and outlets – including their favorite radio stations."
According to Jacobs, fans of other formats often cite favorite songs and emotional triggers like companionship or escape, these News/Talk fans are diligent seekers of information. Seven in ten (70 percent) say a major reason why they tune in broadcast radio is for news and information, followed by information about their local hometowns.
Tablets are popular among News/Talk fans, as three in ten respondents own one, the vast majority of which are iPads. And nearly four in ten (37 percent) indicate they are likely to buy on in 2012. While their audio streaming levels are below average, these listeners are more likely than the norm to stream video, and more apt to visit the stations that sent them this survey’s websites in order to access video. Also, nearly half begin their media day by turning on a radio at home or in the car. Other popular "First Occasions" include starting the day with TV or checking email.
News/Talk listeners are slightly more likely to be heavy in-car radio listeners. And of the 12 formats included Techsurvey8, they are tied with Sports/Talk as the most-likely to own vehicles with digital dashboard systems like Ford’s SYNC and Toyota’s Entune. They are also more likely than average to be satellite radio subscribers.
Additionally, News/Talk listeners' overall use of Facebook tends to be lower than average. And in terms of net numbers, nearly four times more News/Talk devotees visit station websites over station Facebook pages on a weekly basis.