Infinite Dial: Urban P1s More "Digitally Inclined"
April 29, 2014

Edison Research has released new date from its "Infinite Dial" study, focusing on Urban and Urban AC listeners. According to "The Infinite Dial 2014: A Look at Urban P1s," P1 listeners to Urban and Urban AC radio are "more digitally inclined than the average radio listener in almost every significant way." The new report is the first individual music format breakout from Edison Research’s "Infinite Dial" study, released earlier this year.

Urban and Urban AC P1s are more likely than the average 12+ respondent to "The Infinite Dial" to have Internet access (88 percent compared to 84 percent) and have listened to online radio in the last week (67 percent compared to 36 percent). They are also more likely to:

- Own a smartphone (84 percent to 61 percent)
- Own a tablet (50 percent to 39 percent)
- Have a profile on any social network (81 percent to 67 percent)
- Have watched YouTube for music in the last week (53 percent to 33 percent)
- Be aware of Pandora (85 percent to 70 percent) and have listened in the last month (53 percent to 31 percent)
- Be aware of iHeartRadio (65 percent to 48 percent) and have listened in the last month (15 percent to nine percent)
- Be aware of iTunes Radio (55 percent to 47 percent)
- Be aware of Beats Music (30 percent to 18 percent)
- Subscribe to SiriusXM Satellite Radio (18 percent to 15 percent)
- Use Twitter (33 percent to 16 percent)

Like CHR, much of the digital-orientation of Urban/Urban AC P1s is driven by age. The average age of those P1s is 30-years-old vs. age 28 for Top 40 P1s and 44 for the overall sample, giving Urban/Urban AC the second youngest audience of any format.

The study also finds that Urban/Urban AC P1s are more likely than listeners overall to listen to radio at work. Just over half (51 percent) of those who are P1 to those formats, and who are full- or part-time employed, say they listen to radio at work. That puts Urban radio well ahead of the 40 percent average and behind only Classic Rock (56 percent).

Edison's recent report on media usage by format revealed that 13 percent of Urban/Urban AC listeners listened most often to AM/FM radio using earbuds, earphones or some other type of headset, vs. four percent of the national sample. In addition, 25 percent say that they would listen to radio a lot more if their cellphones contained an FM radio tuner vs. 17 percent of persons - 12+ overall.

Released in early March, and sponsored by Triton Digital, "The Infinite Dial" surveyed more than 2,000 respondents aged 12 and older. Now in its twenty-second edition, "The Infinite Dial" has become digital audio’s annual report card. Respondents were asked to name their P1 station, each of which was individually coded by format. “The Infinite Dial 2014: A Look at Urban P1s” is based on 139 Urban and Urban AC P1s.




 
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Jon Zellner
SVPP, iHeartMedia

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