Burns Study: Radio Could Do More To Increase Web Presence
July 19, 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 today found that while the number of weekly visitors to radio station web sites jumped in the past year, the industry still has to significantly improve its web presence.
"The weekly cume, or number of unique visitors, to radio station web sites grew at an annual rate of 12.5 percent over the last two years, with most of that growth in the last twelve months," says Burns, "so stations are doing some things right. But most women still have never visited their favorite radio station’s site. They tell us they don’t need it, or just don’t think of it as a place to go on the internet."
According to the Burns study, one major reason for that is that of all the elements women want most on a station web site, they get, or expect to find, less than half on their favorite station’s site. "They’re also asking for less clutter on our sites," adds Burns & Assoc. SVP Jeff Johnson.
"Women who have visited their P1 station’s web site don’t rate it poorly," says Burns, "but they rate their favorite web site or service much higher. Radio’s web sites aren’t bad, but they may not be compelling enough in the context of everything else available online."
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. Today’s webinar will be hosted live from a session at the Conclave in Minneapolis 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.