Heavy Radio Listeners: New Insights from The Infinite Dial
As broadcasters look to smart speakers to increase AM/FM radio listening at home, a new study shows that one-fifth of broadcast radio’s biggest users already own such a device. That’s just one finding from “The Infinite Dial: Heavy Radio Listeners,” released today by Edison Research. The data is derived from The Infinite Dial 2018 study, which is conducted in partnership with Triton Digital.
This report looks at the 30% of the American population ages 12 and over who are “Heavy Radio Listeners” – defined as those who listened to more than one hour of radio in the last day. This new data on the Heavy Radio Listener from The Infinite Dial allows everyone to understand not just what other kinds of audio and media people are using, but how Heavy Radio Listeners compare to the population at large.
New insights from this report include:
- Almost 18% of Heavy Radio Listeners do not have a radio receiver in their home, meaning they achieved “heavy” status primarily through in-car or at-work listening.
- Twenty percent of Heavy Radio Listeners have Smart Speakers in their homes. Those devices may allow for more at-home listening over time, but can also make it easier to use competing audio services.
- Nearly two-thirds of Heavy Radio Listeners listen to audio online, with large numbers choosing YouTube, Pandora, and the streams of AM and FM radio stations.
- The qualitative profile of the Heavy Radio Listener is strong and shows a group that is employed and well-educated.
- Over 1 in 6 Heavy Radio Listeners say they have listened to a podcast in the last week.
In keeping with findings from past Edison Research studies, radio’s best customers are heavy users of all audio—they listen heavily to broadcast radio, but do not limit themselves to it, something which has implications for future smart-speaker behavior.
Click here to download The Infinite Dial: Heavy Radio Listener Report.
About The Infinite Dial:
A total of 2,000 persons were interviewed to explore Americans’ use of digital platforms and new media. From January 4th through February 11th, 2018, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling through both landline phones and mobile phones. The Infinite Dial: Heavy Radio Listener Report considers “Heavy Radio Listeners” to be those who listened to more than one hour of radio in the past day.
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. 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 the global technology and services leader to the digital audio and podcast industry. Operating in more than 40 countries, Triton Digital provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton Digital powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service, that makes it easy for advertisers and brands to determine the best destination and time to reach their target audiences. Through unparalleled integrity, excellence, teamwork, and accountability, Triton Digital remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global online industry.
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