Edison Research Unveils Public Radio Report
June 4, 2014
Untitled Document

P1 listeners to Public Radio are more likely to use social media than the average listener, and they are twice as likely to have a profile on LinkedIn, the job networking site.

Respondents to Edison Research’s 2014 “The Infinite Dial” were asked to name the radio station they listen to most, each of which was individually coded by format. The Public Radio breakouts are based on 126 listeners age 12 and older who named a Public Radio outlet as their P1 station.

Public Radio P1s are more likely than the average for P1s to all formats to have a profile on social media (76% to 67% overall). For LinkedIn, however, they are about twice as likely to have a profile, 39% to 19%.

Public Radio P1s are more likely than overall respondents to have listened to Online Radio in the last week, 41% compared to 36%. They are also more aware of Pandora than the average (80% to 70%), Spotify (51% to 28%), and iTunes Radio (59% to 47%). Among the Online Radio brands tested, only for iHeartRadio are they slightly less aware than the average listener, 44% to 48%.

One key finding of The Infinite Dial is that 80% of listeners to AM/FM radio feel listening to commercials is a fair trade for free radio. Only 62% of Public Radio listeners agree with that statement, however.

The Public Radio P1s sampled by “The Infinite Dial” have an average age of 50;  23% are 12-to-34-years-old, 37% are 35-54, and 40% are age 55-plus.




 
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Jon Zellner
SVPP, iHeartMedia

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