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
Pandora Revenue, Listenership Rises In Q1
In Brief - April 29, 2016
April 28, 2016
SiriusXM Reports First Quarter 2016 Results
CMG Tulsa Names Nathan Reed Director of Branding & Programming at KRAV-FM
Cumulus Media Shreveport Ups Julie Kansy to PD at KQHN
ASCAP Revenue Tops $1 Billion For Second Straight Year
April 27, 2016
Blaire Galaton-Kelleher Joins “The Jack Diamond Morning Show” On WRQX/Washington, D.C
Premiere Networks To Provide Distribution For Aiir
Radio Milwaukee Names Glenn Kleiman Executive Director
In Brief - April 27, 2016
April 26, 2016
CBS Radio Las Vegas Promotes JB King to Operations Manager
KLUC/Las Vegas Taps John Moug As New Afternoon Drive Host
Donna Gryn Promoted to VP of Marketing at Republic Records
KIIS FM/Los Angeles Announces Artists Performing At Wango Tango Pre-Show Village
In Brief - April 26, 2016
April 25, 2016
KROQ/Los Angeles Annouces Weanie Roast 2016
Kristie McIntyre Returns To D.C. Airwaves For Nights On WRQX
Karen Mateo Exits Her Post at CBS Radio
Beasley Las Vegas Names Mark Sturcken Director Of Sales
April 22, 2016
eQB NOW
Radio Pays Tribute To The Musical Legacy of Prince
Hubbard Radio Elevates Jeremy Sinon To Director of Digital Strategy
In Brief - April 22, 2016
April 21, 2016
Music Icon Prince Has Passed Away
Music News
FMQB Photo Pass: Pearl Jam
Blink-182 Announce Album, Tour With Matt Skiba
Drake Expands Tour, Reveals Tracklist For Views
Quick Hits: Demi Lovato & Joe Jonas, Cash Cash, Whitney Houston, Deftones' Chino Moreno
Quick Hits: Justin Bieber, Lady Gaga & Elton John, Prince, Thrival Festival, B.o.B
Quick Hits: Bumbershoot Festival, Fetty Wap, HARD Summer, Jenny Lewis, Bayside
Prince Returns To The Top Of The Billboard 200
Drake Announces Summer Sixteen Tour, OVO Fest
Quick Hits: Billboard Music Awards, Guns N' Roses, Tegan and Sara, Twin Peaks, Jennifer Hudson, Billy Paul
Beyoncé Releases New Album Lemonade Via Tidal
Tributes Continue To Pour In For Prince
Entertainment World Reacts to Sudden Loss of Prince
Quick Hits: Mumford & Sons, P!nk, Beyoncé, Mariah Carey
Meghan Trainor Announces Untouchable Tour
AC/DC's Brian Johnson Releases Statement
FMQB NOW

Nick Petropoulos
Head of Promotion
Glassnote Music

    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!