Radio is not Dead

And unless they stop making those radios you can drive (cars), I predict people will keep listening...

From my email:

Americans Continue to Hold Radio in High Regard

The new national survey from Arbitron and Edison Research, The Infinite Dial 2010: Digital Platforms and the Future of Radio, proves once again the dominance of Radio in the audio listening environment.

• 92% of Americans 12+ Use/Own Local AM/FM Radio.
• 8 out of 10 Persons 12+ would be "very/somewhat disappointed" if their local AM/FM Radio station were no longer on the air.
• About 7 in 10 Persons 12+ who use new media options say they'll continue to listen to AM/FM Radio as much as they do now, despite increasing advancements in technology.

Radio ads have stronger influence amongst Blacks and Hispanics -- increasingly important consumer segments for many marketers.

"How often seek more info about products/services hear advertised on Radio."
Total 12+: 10%
African-American 12+: 16%
Hispanic 12+: 14%

"How often purchase product/service hear advertised on Radio."
Total 12+: 06%
African-American 12+: 11%
Hispanic 12+: 11%

It's important to remember that the growth of the Internet as a cited listener preference does not negate the reach and influence of a valued Radio brand. These brands are all over the Web.

• 31% of Persons 12+ have ever visited a Local Radio Station Web Site -- up from 28% in 2002.
• About half of those who have visited a Local Radio Station Web Site say they are "More Interesting" than they were a few years ago.
• 57% of Local Radio Station site visitors go to find titles and artists of songs played.
• 55% go to Local Radio Station sites to listen to that Radio station.
• Approximately 40% of Persons 12+ say Local AM/FM Radio Stations are their primary source of learning about new music; among those who cite the Internet, there is no way to determine what percent learn about new music from a Local Radio Station's Web site (online).

The consumer call for FM on cell phones has risen from a murmur to an all-out roar. The industry needs to find ways to serve this important market more rapidly.

• 18% of current Online Radio Listeners would be "Very Interested" in listening to Internet Radio through a cell phone, smart phone, or MP3 player.
• The percent interested in accessing Internet Radio through a cell phone, smart phone, or MP3 player rises to 28% among 12-24 year-olds.
• 41% of 12-24s who own mobile phones say they'd listen to more FM Radio if a tuner were built into those phones.

For access to the complete study, click here.

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