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
Joe Clair Returns To WPGC For Mornings
CBS Sports Radio To Broadcast Nearly 50 Hours Of Super Bowl Coverage
In Brief - January 26, 2015
January 23, 2015
eQB NOW
Tommy Chuck Named Program Director of WIHT/Washington, D.C. & WPOC/Baltimore
iHeartRadio Surpasses 60 Million Registered Users
SFX Entertainment Names New President & COO
Third Music Industry Reunion Planned For Los Angeles
In Brief - January 23, 2015
January 22, 2015
Edgar "Shoboy" Sotelo Joins WBMP/New York For Mornings
Rdio Launches In 24 New International Markets
Shazam Announces $30 Million Investment At $1 Billion Valuation
iHeartMedia Celebrates Valentine's With "iHeartRadio Ultimate Valentine's Escape"
In Brief - January 22, 2015
January 21, 2015
Dave Dyer Promoted to SVP Promotion, Warner Bros. Records
JD Garfield Joins KWYD/Boise As APD/Morning Drive Host
iHeartRadio Country Festival Returns
Edison Research: Streaming Audio Now Bigger Than AM/FM Radio Among US Teens
In Brief - January 21, 2015
January 20, 2015
John Fleckenstein Named EVP, RCA Records
iHeartMedia St. Louis Announces Two New Program Directors
Local Radio Networks, AdLarge Media Form Exclusive Partnership For 24/7 Format Radio Network
Len Berman And Todd Schnitt To Host Mornings On WOR
Scott Shapiro Named VP/Sports Programming For Premiere Networks
Jim Daunais, Tim Walker Promoted To EVP Posts At Westwood One
Tony Waitekus Appointed OM For NRG Media's Wausau-Stevens Point Stations
Music News
Slipknot Prepares For Summer's Last Stand
Paramore Announce Spring Theater "Events"
Quick Hits: Kanye West, The Black Keys, Rush, Nick Jonas
BET Honors Usher, Kanye West
Quick Hits: Ariana Grande, TLC, Art Of Anarchy, Rob Zombie, Aerosmith, Rocklahoma
Meghan Trainor's Title Debuts At #1
LL Cool J Returning As Grammy Host
Quick Hits: The Grammys, Gwen Stefani, Pharrell, Linkin Park, Interpol, David Byrne
Madonna Bares Her Rebel Heart
Quick Hits: Slipknot, Justin Bieber, NKOTB / TLC / Nelly, Mötley Crüe, "Weird Al" Yankovic
FMQB Retro-Active: Ken Sharp Talks to Longtime Music Scribe Harvey Kubernik About His Latest Musical Tome
Quick Hits: Metallica, A$AP Yams, TLC, Ariana Grande
Grateful Dead Members To Reunite For 50th Anniversary
The Week In Review: 1/12/-1/16
Quick Hits; John Legend, Idina Menzel, Common, Lady Gaga, The Black Crowes, Kim Fowley
FMQB NOW

Alicia Tyler, PD
WZNE/Rochester

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!