Jacobs Media Releases Public Radio Tech Survey 5
August 21, 2013

Jacobs Media has released the results of its fifth annual Public Radio Tech Survey, finding that the value of trending is on display as gadget acquisition and digital media usage continues its growth curve. Describing the Public Radio audience as "extremely well-educated," they are "actively accessing information from a growing variety of media sources- and changing the way that media outlets provide their content." 

Partnered with the Public Radio Program Directors Association (PRPD), Jacobs' Public Radio Tech Survey continues to track the rapidly changing landscape of media usage and gadgetry among Public Radio listeners. This year’s study cross-tabulates the audience among chronological generations, providing a unique picture of how different types of Public Radio listeners access content and interface with these stations.

The core of Public Radio's audience is made up of Baby Boomers, but a nearly equal portion of is comprised of the "Silent Generation" (67 years of age and older) and those who fall in Generation X and the Millennial groupings (those between the ages of 21 and 39). Each of these formidable groups profiles very differently, providing Public Radio managers with both opportunities and challenges with the delivery of new and traditional media, as well as emerging platforms and technologies.  

Arthur Cohen, President of PRPD comments, "Generationally, there are big stories in PRTS5. Our stakeholder stations now have a playbook to help guide their strategic planning as the world of technology undergoes rapid change." 

Jacobs Media President Fred Jacobs notes, "Mobile and mobility continue to have steep upward trajectories while on-demand programming is becoming even more popular. Public radio’s great content is tailor-made for digital consumption."

Some of the key takeaways from PRTS5 include: 

  • Going mobile – Public Radio listeners are increasingly purchasing mobile devices.  Now more than six in ten own a smartphone, while half now carry a tablet. iPads and similar devices account for an amazing 63 percent increase from PRTS4. This strongly suggests that more and more, Public Radio partisans enjoy taking their content and media sources with them.
  • Twitter on the move – While Twitter’s reach is still dwarfed by Facebook, its footprint continues to grow. Now, more than one-fifth (21 percent) of respondents use the platform, especially fans of Triple A stations and Gen X and Y respondents.
  • On-demand in demand – In PRTS5, nearly half (46 percent) engage in time-shifted programming, often in the form of podcasts. Once again, the younger public generations are in the vanguard, along with fans of Public Radio’s News/Talk stations. 
  • The generation gap – While Baby Boomers represent the center lane of Public Radio partisanship and usage, it is the emerging Generation X and Millennial audiences that are making waves. Nine in ten of them use social networks, eight in ten own a smartphone, and six in ten stream on a weekly basis or more often. This "new guard" of Public Radio listener requires tracking and dedicated content initiatives by stations affected by their listenership and membership.

Other highlights from PRTS5:

  • Net Promoter recommendation scores continue to be spectacular for Public Radio stations, while social sharing continues to grow. This combination is potentially very powerful for Public Radio stations able to engage and harness it.
  • In-car listening continues to play a major role in Public Radio consumption. Now, half of PRTS5 respondents are able to connect a phone or MP3 player into their vehicles.
  • When it comes to smartphones and tablets, the Apple platform continues to dominate Public Radio hardware choices.
  • Local Public Radio stations are the go-to destinations for both breaking and news stories that provide more perspective. Notably, Generations X and Y are the most apt to turn to local Public Radio outlets to glean perspective and additional information after a story first breaks.
     

Fred Jacobs will moderate a special session at the Public Radio Program Directors Convention in Atlanta on Tuesday, September 17 at 4pm – "PRTS5  Unplugged – Not By The Numbers" – a conversation about what this study means beyond the data. For more information on the conference, click here.




 
Breaking News
Jacobs Media Releases Techsurvey 11 Data
Alpha Media Louisville Names Ben Davis Operations Manager
Mitra Darab Named SVP/Marketing, Capitol Music Group
KROQ Weenie Roast Y Fiesta 2015 Line-up Announced
In Brief - April 27, 2015
April 24, 2015
eQB NOW
The Week In Review: 4/20-4/24
iHeartRadio Now Available On The Apple Watch
CÜR Media Names Jay Clark Chief Content Officer
CBS Radio Stations Awarded With 21 Regional Edward R. Murrow Awards
In Brief - April 24, 2015
April 23, 2015
Warner Bros. Promotes Rob Goldklang To SVP/Alternative Promotion
CBS Radio Houston Names Charese Fruge VP/Programming And Operations Manager
Cat Thomas Named VP/Programming, CBS Radio Las Vegas
CBS Radio Las Vegas Names New PDs At KLUC & KMXB
iHeartMedia's First-Ever Soundfront
Pandora Reports Q1 2015 Financial Results
In Brief - April 23, 2015
April 22, 2015
Nielsen Reports Solid First Quarter
Shazam For Radio Adds David De Busk
KIIS FM Announces Wango Tango Pre-Show Performers
In Brief - April 22, 2015
April 21, 2015
Linda Little Named Market President For iHeartMedia Phoenix
iHeartRadio Now Available On Xbox One
Impact Radio Group Ups Garfield To PD at KWYD/Boise
Clip Interactive Activates FM Chip Listening On Additional Devices
Music News
Jay Z: "Tidal Is Doing Just Fine"
Quick Hits: Radio Disney Music Awards, David Guetta, Amy Winehouse, D'Angelo, Billy Corgan
Black Keys' Dan Auerbach Announces New Solo Project
The Week In Review: 4/20-4/24
Quick Hits: Grateful Dead / John Mayer, Saturday Night Live, Frank Ocean, System Of A Down
Quick Hits: Lady Gaga, Estelle, MusiCares MAP Fund benefit concert, Hard Summer Festival, Faith No More, The Ting Tings
Teen Vine Star Shawn Mendes Tops Billboard 200
Quick Hits: Britney Spears & Iggy Azalea, The Grateful Dead, Ed Sheeran, R.E.M., The Smashing Pumpkins, Pitchfork Music Festival, Musicfest NW
Charli XCX, Bleachers Plot Eclectic Tour
Quick Hits: Billboard Music Awards, Walk Off the Earth, Miami Concert Series, Louis Tomlinson, Neil Young, AC/DC, Mötley Crüe
Green Day, Ringo & More Inducted Into The Rock Hall Of Fame
Muse Plans Drones Live Events
Quick Hits: iHeartRadio Summer Pool Party, Hozier, Panic! At The Disco, Foo Fighters, Neil Young / WayHome Music and Arts Festival
Quick Hits: Giorgio Moroder / Britney Spears, Green Day, Black Sabbath, Deftones & Incubus
The Week In Review: 4/13-4/17
FMQB NOW

Rick Cummings
Emmis Pres.
of Programming

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!