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
Broadcast Music, Inc. Reports Record-Breaking Revenues Of $977 Million
The Week In Review: 9/15-9/19
106.7 The Beat Comes to Columbus
In Brief - September 19, 2014
September 18, 2014
Cat Collins Joins iHeartMedia's National Programming Platforms Team
TT Torrez Joins HOT 97/New York As Music Director
In Brief - September 18, 2014
September 17, 2014
Charese Fruge Named VP, Programming, CBS Radio Las Vegas
iHeartRadio Music Festival To Stream, Broadcast Live Across Multiple Platforms Nationwide
KDKB/Phoenix Becomes ALT AZ 93-3, Arizona's Alternative
Report: U.S. Advertising Expenditures Increased 0.7 Percent In Q2 2014
In Brief - September 17, 2014
September 16, 2014
Clear Channel Rebrands As iHeartMedia
Nielsen Releases Radar September 2014 Network Ratings
Republic Records Restructures Media Department, Adds Key Executives
NRG Media Names Erica Dreyer Director Of Integrated Media
In Brief - September 16, 2014
September 15, 2014
WLUP-FM/Chicago Takes Fresh Direction With New Weekday Line-up, Nationwide Talent Search
CCM+E San Antonio Names Don Gosselin PD For KAJA, KRPT
Justin Wittmayer Appointed VP/Market Manager For Cumulus San Francisco
BIA/Kelsey Releases New Study On SMB Social Media Usage
In Brief - September 15, 2014
September 12, 2014
Republic Records Names Rick Krim EVP, Artist Development
BIA/Kelsey Releases New Study On SMB Social Media Usage
The Week In Review: 9/8-9/12
Music News
Jennifer Hudson Talks New Album
The Week In Review: 9/15-9/19
Quick Hits: Queen, Freddie Mercury, Michael Jackson, Foo Fighters, JLo, Iggy Azalea,
U2, Apple Partnership Has More In Store
Quick Hits: Metallica, Kanye West & Lorde, Dr. Dre, Paul McCartney
FMQB Photo Pass: Steve Winwood & Tom Petty
Quick Hits: Lecrae, Bruce Springsteen, Jessie J
Taylor Swift Talks 1989
Quick Hits: Katy Perry / MTV EMAs, Icona Pop, Whitney Houston, Manchester Orchestra, Mary Lambert, K. Michelle
One Direction Says "Steal My Girl"
Quick Hits: Beyoncé & Jay Z, Neil Young's Bridge School Benefit, Bon Jovi, George Harrison
Quick Hits: Gwen Stefani, Iggy Azalea, Demi Lovato, Calvin Harris, Ellie Goulding, Kendrick Lamar
U2 Already Plotting Next Album?
The Week In Review: 9/8-9/12
Quick Hits: Madonna & Alicia Keys, Kanye West, Ariana Grande, iHeartRadio Australia Music Festival, Stevie Wonder
FMQB NOW

Marissa Lanchak
APD/MD
WFLY/Albany

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!