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Pandora (like AM/FM, for that matter) competes for listening with a wide array of other audio options, says study

Monday, March 12, 2012 - 11:35am

Radio researcher Mark Kasoff conducted a survey a Pandora listeners recently, to find what they'd substitute for it if it weren't available. In other words, if Pandora's site was down, how would its fans get their music fix?

Kassof's team found that terrestrial radio -- while nearer the top of a list of alternate sources of audio entertainment (49% of respondents mentioned it) -- was "not the clear alternative choice for Pandora listeners…it’s just one of many." That's because just as many (or more) Pandora partisans said they'd listen to "iPod/MP3 player" and "laptop/computer" (we're assuming these both could be taken to mean "personal music collection" or possibly "other streaming outlets" (including on-demand services). YouTube was also among the top responses.

Kassof's conclusion: "Pandora has at least as much in common with iPods and other music-only sources as it does with radio... probably more! The best strategy for radio is to do what Pandora and the others can’t – connect with listeners on a personal and emotional level."

Read Kassof's entry in his ListenerThink blog here.

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