Somerville, New Jersey — June 3, 2014 — 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.
That is one key finding from “The Infinite Dial 2014: A Look at Public Radio 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 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.
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, at-work behavior, in-car listening, 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, 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.