Kassof: Listeners More Likely To Enter Contests Online Than Via Phone
February 4, 2013

Mark Kassof & Co. has released more data from their latest survey on radio contesting. Kassof says, "One surprising finding of our recent online research on contests is that a majority (65 percent) of 18-64 radio listeners have tried to win one…at least once. But only two percent actually tried on the day they took our survey. Fortunately, our research uncovered a powerful way to boost participation."

Kasoff asked listeners how likely they would be to participate given various means of entry — from "not at all likely" to "very." Via a station's Web site and email entry top the list:

When asked, "How likely would you be to participate in a radio station contest if you could enter?," 59 percent answered "Very Likely" via Web site, with the same percentage "Very Likely" through email. Meanwhile, 39 percent said "Very Likely" by text message, 38 percent were "Very Likely" by phone, with 26 percent "Very Likely" on a smartphone app and 23 percent "Very Likely" through the mail.

Kassof says, "Do I think 59 percent really are very likely to enter using email??? No! Respondents usually over-emphasize what they might do in a hypothetical situation. It’s easier to click off on 'very likely' to email than it is to actually send the email. (And these are internet respondents, so it makes sense they’d be more web-oriented than average.)

But even given these caveats, what counts here is the big numbers for web and email entry and their big margin over  other means. It makes sense.  After all, it’s almost as easy to enter a station site or send email as click on 'very likely.' (And it’s a whole lot easier and less time-consuming than trying to be the 100th caller)!"

When Kassof asked listeners who have never tried to win a contest, 45 percent said they would be "Very Likely" to enter via Web site, with 40 percent "Very Likely" to use email. Additionally, 25 percent were "Very Likely" via text message and 19 percent on a smartphone app. Just 18 percent were "Very Likely" to use the phone, with only 16 percent using the mail.

Kassof concludes that "the bottom line is that broadening contest entry methods to include the internet has significant potential for expanding the pool of potential participants, even reaching listeners who have never entered a contest before.  It’s all good! The only 'bad' is that way too many stations are overlooking the upside of online contest entry as another way to interact with listeners."




 
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Mike McVay
SVP/Content & Programming
Cumulus Media

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