Localytics

Jacobs, Localytics urge radio to consider local listeners when developing mobile strategy

Wednesday, May 2, 2012 - 11:40am

A Cambridge, MA company that analyzes mobile app usage offers some interesting findings about how listeners use  radio mobile apps.

Perhaps most interesting is Localytics finding that over half (54%) of a station's listening via its mobile app comes from within the station's broadcast range [note: for this figure, Localytics used only listening over wi-fi -- not mobile data networks -- since it is more accurate for determining a user's metro area location].

Apps (and Internet streaming in general) have long been considered most useful for listening to out-of-market broadcasts. So much so, in fact, that for a long time many local broadcasters didn't find value in streaming efforts, as they seemed to only benefit out-of-market (and thus, not of interest to local advertisers) listeners.

But broadcasters should be aware of this Localytics' data point on radio app usage. Certainly, local listeners might turn to a mobile app when in spotty coverage areas within broadcast range, or in those situations where an AM/FM radio isn't convenient. But perhaps more importantly, radio should recognize the mobile platform as a means to enhance their brand with interactivity and additional content.

"Radio stations with associated smartphone apps can give their listeners a more varied and flexible experience both within and outside of their normal broadcasting region," says Localytics.

Jacobs Media and jacAPPS president Fred Jacobs agrees. His company recently presented the findings of their TechSurvey8 study on radio listeners (see RAIN's coverage here). Jacobs told Localytics, "When we asked our respondents which type of radio app they prefer, more than half opted for individually branded apps which allow for more features and customization. This is where radio is going.”

Read more at Localytics.com here.

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