Arbitron/Edison "Infinity Dial" Study Looks At P1s
April 25, 2013

Arbitron and Edison Research have released new data from "The Infinite Dial 2013: Navigating Digital Platforms," looking at P1 listeners from nine radio formats: Adult Contemporary, CHR, Classic Rock/Classic Hits, Country, News/Talk/Sports, Public Radio, Religious, Rock, and Urban.

The survey found that Rock, Public Radio and CHR P1s are most likely to have Wi-Fi access in their homes, while 67 percent of respondents overall have Internet access and Wi-Fi in the home. Also, 24 percent have at least five devices connected to Wi-Fi in the home, with more than one-third of Rock, Public Radio and CHR P1s having five or more Wi-Fi connected devices.

CHR P1s have the highest online radio listening levels with 47 percent having listened in the last week. More than four in ten Public Radio, Rock and Urban P1s also listened to online radio in the last week. Overall, 33 percent of those surveyed listened to online radio in the past week.

CHR P1s were also the most likely to listen to Pandora in the last week, followed by Public Radio, Urban and Rock P1s. Twenty percent of respondents listened to Pandora in the last week. More than two-thirds of those surveyed were aware of Pandora, followed by 45 percent awareness of iHeartRadio and 22 percent awareness for Spotify.

Rock and Public Radio P1s are most aware of podcasting, with 46 percent overall aware of the term. Approximately one in eight (or 32 million people) have listened to a podcast in the past month, with Public Radio P1s the most likely to have listened to one by a long shot.

Six in ten Rock and CHR P1s watched YouTube in the past week, with 37 percent overall having watched. Over six in ten CHR and Urban P1s keep their cell phone "within arm's length," with 52 percent overall saying they do. Urban P1s were the most likely to use their mobile phone to wake up in the morning, and more than half of those surveyed own a smartphone. CHR (75 percent), Rock (70 percent) and Urban (67 percent) P1s were most likely to own a smartphone.

Four in ten Public Radio and AC P1s own a tablet, with 29 percent overall owning one. CHR P1s are most likely to have a social network profile (82 percent), followed by Rock (74 percent), Urban (72 percent) and Public Radio (71 percent). Also, 27 percent use social networking sites "several" times a day, with 45 percent of CHR P1s saying they do so, followed by Rock (36 percent) and Urban (35 percent).

AM/FM Radio is "the king of in-car media," according to The Infinite Dial, used by 84 percent of those surveyed. CD player was ranked second, followed by iPod/MP3 player, satellite radio, online radio and HD Radio with just three percent. Rock and Classic Rock/Hits P1s were most likely to listen to AM/FM in the car (94 percent each), followed by Public Radio (93 percent), News/Talk/Sports (92 percent) and Country and Religious P1s (91 percent).

Near half of those surveyed said it is "very/somewhat important" to learn about and keep up with new music, led by Rock P1s (75 percent), CHR (65 percent) and Urban (60 percent). Also, 83 percent would be "very/somewhat disappointed" if their favorite station went off the air. Public Radio and Religious P1s (96 percent) led this category, followed by Rock, Country and Classic Rock/Hits.

Notably, just nine percent of those surveyed follow their favorite station on Facebook, with Urban, Rock and CHR P1s the most likely to. Also, only eight percent have signed up to recieve email from their favorite station, though 20 percent of Rock P1s do, followed by Religious, Public Radio and Urban. Radio email recipients are unsurprisingly more "tech-savvy" than those who do not.

Approximately half of those surveyed listened to AM/FM radio just before arriving at the store to shop, with Urban P1s (66 percent) leading the pack, followed by Country (61 percent), CHR (58 percent) and AC (55 percent).

"This representative and projectable study looks at how various format P1s use digital platforms, revealing that each format has a unique digital profile. Programmers and brand managers should consider these unique differences when formulating their digital strategies," said Bill Rose, SVP of Marketing at Arbitron.

"Ninety-two percent of the population has not signed up to receive emails from the broadcast radio station they listen to most. If broadcast radio programmers are making decisions based solely on their email databases alone, this will not give them the complete picture of the digital media usage and behaviors of all of their P1s," added Tom Webster, VP of Strategy and Marketing, Edison Research.

This study may be downloaded by Arbitron clients free of charge via the Arbitron website at my.arbitron.com.




 
Breaking News
Study: Just Over Half Of At Work Listening Goes To Radio
iHeartMedia Names Blaine Jackson PD At WLUB/Augusta
CMG Atlanta Radio Names Jaleigh Long Director of Sales
In Brief - February 21, 2017
February 20, 2017
Study: Radio Dominates In Connected Cars
February 17, 2017
Study: Women to Radio: I Love You, But….
iHeartMedia Fort Myers Adds New Nighttime On-Air Hosts Lulu & Lala On Y100.1
Entercom Los Angeles Extends KSWD's "Uncle Joe'Benson
February 16, 2017
Study: Who Do Women Love Most – Radio or Pandora?
Prince Streaming Activity Explodes
Kathy Romano To Bring "Her Story" To WBEN/Phiadelphia
February 15, 2017
CBS Corp Revenue Up in 2016, Radio Now "Discontinued Operations"
Z90 "EPIC 48 2.0" Wraps, Includes Meeting Lady Gaga At The Big Game
MIW Radio Group: 2016 Gender Analysis
February 14, 2017
BuzzAngle Music: 2017 GRAMMYs Impact
Universal Music Publishing Group Appoints Walter Jones VP/Creative
The Conclave To Honor John Gehron With Rockwell Award
Report: Millennials Don't Hate Radio
Bob Garrett Memorial Fund
February 13, 2017
Adele Dominates 59th Annual Grammy Awards
Todd "Carson" Zarnitz Named PM Drive Host for KKRZ/Portland & KPWK/Seattle
UMG Relaunches Polygram Entertainment
WRVW/Nashville To Present “Live. Life. Love: A Concert for Suicide Prevention”
CMG Miami Names Michael Baisden Afternoon Drive Host At WHQT
Music News
Fifty Shades Darker Soundtrack Debuts Atop Billboard 200
James Brown's Drummer Clyde Stubblefield Dies
Quick Hits: Katy Perry, Ottawa Bluesfest Lineup
Quick Hits: The Roots Picnic, Ringo Starr & Paul McCartney, Lana Del Rey
Republic Records, ZXL Music & The Grimmie Family To Release New Christine Grimmie Music
Linkin Park Announce New Album, Release Single "Heavy"
Migos Joins With Motown & Capitol Records
Quick Hits: Beyonce, Adele, Metallica, Michael Jackson, OneRepublic
Katy Perry, Ed Sheeran, The Chainsmokers, Shawn Mendes, Noah Cyrus, Bruno Mars Set To Perform At The 2017 iHeartRadio Music Awards
Future Announces New Album Out Friday
Quick Hits: Pitbull, Lorde, G-Eazy, Camila Cabello
Quick Hits: Katy Perry, The Chainsmokers, Chance The Rapper
Prince's Early Catalog Comes to Streaming Services
Metallica Announces WorldWired Tour
Quick Hits: DJ Khaled / Beyoncé / Jay Z, Al Jarreau, WayHome Festival
FMQB NOW

Question Of
The Week

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!