45% of TechSurvey 9 respondents listen to online radio weekly

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Issue Date: 
May 6 2013 - 1:00pm

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Jacobs Media released the results of this year's TechSurvey 9 today -- their study of the habits and adoption of technology by radio listeners. Jacobs, for what it calls the "largest technology survey ever conducted for radio," examined how "Baby Boomers" plus "Gen's X, Y, and Z" across twelve radio formats use Internet streaming, social media, mobile technology, and more.

The TechSurvey 9 "Media Usage Pyramid 2013" (below) shows that 45% of Jacobs' respondents are now weekly Internet radio listeners. Interestingly, this is the same percentage Arbitron and Edison Research (in their Infinite Dial 2013 study) found as monthly Net radio users. Their weekly reach was just 33%. Keep in mind that The Infinite Dial examined a wider base of study subjects. See more in RAIN here.

Fully 20% of those studied are weekly Pandora listeners -- but Jacobs points out nearly a third of Pandora listeners are getting annoyed by commercials (that number was 20% last year).

This year, 11% of TechSurvey respondents own a "digital dash" system like Ford Sync in their cars. More than half of those surveyed can connect iPods or smartphones to their car's dash (62% of Gen Y).

In the press release, Jacobs Media President Fred Jacobs says his "takeaway" is "radio’s ability to uniquely connect with consumers on their preferred platforms is the secret sauce for future success in the digital space." Likely a thought Jacobs will explain in more detail during the six webinars the team will present on the study (each focusing on a different radio format group). Details and registration are here. See more graphs from the study, including a larger version of the "Media Usage Pyramid," here.

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