Study: Workers Take Online Listening Beyond The Office
September 10, 2013
Edison Research and Radionomy have released select results from the study "What's Working at Work." While the full results will be presented on September 20 at the Radio Show in Orlando, the findings released today offer some insights into at-work Internet-only radio listening behavior. The results show that Classic Rock (14 percent), Top 40 (13 percent), Rock (13 percent) and Country (12 percent) are the most popular formats to stream at work. Additionally, most workplace listeners also listen to Internet-only radio in other settings, including at home and on vacation. Thiry-seven percent said they "frequently" listen in other locales, while 49 percent said they "sometimes" do so.
The majority of listeners -- 69 percent -- say they listen to their favorite type of music at work, and 72 percent say they listed to Internet-only radio in order to "discover new songs." Similarly, 50 percent listen to "discover popular songs," while 65 percent say they listen to Internet-only radio while working to hear a type of music that is not on AM/FM radio.
"As the platform that allows anyone -- from enthusiast to professional -- to sidestep technology and business hassles and easily create an online station, Radionomy is very interested in helping producers discover how Internet-only radio resonates with listeners," said Thierry Ascarez, U.S. Country Manager, Radionomy. "We sponsored this study to shed light on listener behavior and preferences at work -- one of the most important times for Internet-only radio."
Ascarez continued, "The desire on the part of listeners to simultaneously hear their favorite music and also be exposed to songs that they havenít heard before but still appeal to their tastes creates an interesting opportunity for producers. We believe that those who can achieve a balance of giving people what they already want, and also new things that will appeal to them based on their established tastes, will more meaningfully connect with their audiences."