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
Chris Kampmeier Announces Retirement, Rick Everett Named RVPP/iHeartMedia North Florida
HBO Documentary on Jimmy Iovine & Dr. Dre Coming Soon
Eleven Seven Music Group Appoints Steve Kline As CEO, Expands Staff
December 8, 2016
Warner Music Group Reports Fourth Quarter & Full Year Results
Coleman Insights Names Jessica Lichtenfeld as Associate Consultant
December 7, 2016
iHeartMedia-Indianapolis Names Brad Polston Market President
SFX Entertainment Rebrands As LiveStyle, Inc.
Lux Moves to Morning Drive at NOW 96.3/St. Louis
Alpha Media Names Chelsea Thomas New Morning & Middays Host/MD For WDJX/Louisville
December 6, 2016
Cumulus Media Lafayette Names Scott Chiasson VP/Market Manager
Capitol Music Group Promotes Jeff Temske To SVP/Streaming, Strategy & Research
Jeff Kapugi Exits WUSN/Chicago & CBS Radio VP/Country Programming Post
iHeartMedia Atlanta Debuts DJ Scream & Hoodrich Radio Broadcasted On 92.3 & 96.7 The Beat
WMMR's Preston & Steve Camp Out for Hunger Receives Record-Breaking Food Donations
December 5, 2015
Delilah To Be Inducted Into NAB Broadcasting Hall Of Fame
Interscope Records Continues to Roll in 2016
Liz Morentin Named Executive VP/Comms and Media At Warner Bros Records
December 2, 2016
CBS Radio Elevates Tracy Brandys To SVP/Market Manager & Director/Sales, Baltimore
WKST/Pittsburgh's Stuff A Bus Fills 57 Buses With Toys For Toys For Tots
Dan Dalton and Roc Nation Form Management Partnership
December 1, 2016
iHeartMedia Launches On-Demand Streaming Services
105.1 The Bounce/Detroit Announces On-Air Lineup
November 30, 2016
Alpha Media Names Ronnie Stanton VP/Programming
Music News
Greg Lake of Emerson, Lake & Palmer Passes Away
Quick Hits: Taylor Swift, Zayn, Tom Petty & The Heartbreakers
Quick Hits: Lady Gaga, Forecastle Festival, Ryan Adams, We Rock with Standing Rock concert
FMQB Retro-Active: Ken Sharp Revisits the Iconic Album Pet Sounds, and Delves Into New Music with Joyous Wolf
Beyoncé Leads 59th Annual Grammy Nominees
The Weeknd's Starboy Rises to the Top
Quick Hits: Justin Bieber, Guns N' Roses, Carolina Rebellion & Welcome to Rockville, Dick Clark’s New Year’s Rockin’ Eve With Ryan Seacrest
Prince Documentary, Celebration on the Way in 2017
Quick Hits: Alessia Cara, Lady Gaga, Dead & Company
Quick Hits: J. Cole, Bon Jovi, Grouplove, Kid Cudi, ABC's Dick Clark's New Year's Rockin' Eve
Metallica Earn Sixth #1 Album on Billboard 200
Quick Hits: Taylor Swift, Rock On The Range, Kelly Clarkson
Quick Hits: Grammy Hall Of Fame, Soul Train Awards, Guns N' Roses
Justin Bieber and Drake Top 2016 American Music Awards
Quick Hits: Bruno Mars, Adele, The Weeknd, Chance The Rapper
FMQB NOW

Ross Mahoney, PD
KXTE, Las Vegas



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!