Somerville, New Jersey — May 29, 2014 — P1 listeners to Country radio are less likely than the national average to listen to online radio overall, and Pandora specifically. They are more interested than the average listener in keeping up-to-date with music and more likely to use radio to find out about music.
These and other key findings are from “The Infinite Dial 2014: A Look at Country P1s.” The new report is the latest in the continuing series of format breakouts from Edison Research’s influential “Infinite Dial” study, released in March of this year.
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 Country breakouts are based on 146 listeners age 12 and older who named a Country outlet as their P1 station.
Country P1s were less likely than overall respondents to have listened to online radio in the last week, 30% compared to 36%. They were also less likely to have listened to Pandora in the last week (19% versus 22%). They were also less likely to have used YouTube within the previous week to watch music videos or listen to music (27% to 33%).
Keeping up-to-date with music is important to 51% of Country radio P1s, compared to 47% of the total sample. And a slightly larger number than average (78% to 75%) say they use AM/FM radio to find out about music.
The Country P1s sampled by “The Infinite Dial” represent a wide age range, with 42% age 34 or younger, 27% age 35 to 54, and 31% age 55-plus.
Released in early March 2014 in conjunction with Triton Digital, “The Infinite Dial” surveyed a nationally representative sample of 2,023 respondents aged 12 and older via telephone. Now in its twenty-second edition, “The Infinite Dial” has become digital audio’s annual report card. The format reports contain further information about device usage, in-car listening, social networking, and more.
About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, St. Jude Children’s Hospital, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.
About Triton Digital:
Triton Digital® is a mid-stage technology company focused on the digital audio industry. More leading publishers – including CBS, Pandora, Entercom and Slacker – use the Triton platform to enrich their content and deliver it to a global audience than that of any other company. Triton’s Webcast Metrics product is the MRC-accredited industry standard in digital audio measurement. Its Ad Injector technology delivers billions of impressions to millions of streams each month. Its ad exchange, a2x, is the only programmatic audience buying platform for audio and has broad adoption across both publishers and agencies. Triton Digital creates meaningful, amplified connections between audio, audience, and advertisers.