Alan Burns Study: Women Could Be Listening To More AM Radio
July 10, 2012
Alan Burns and Associates have released the first results from the company's third annual national study of female radio listeners, titled "Here She Comes 2012 - Insights into Women, Radio, and New Media." Burns says among the initial headlines is the amount of usage radio is missing in morning drive.
"Our data shows that while the average woman in America wakes up at 6:30 on weekdays, she doesn’t turn on radio until 8 a.m.," Burns says. "That’s an hour and a half of lost listening per person per day in what should be prime time for radio."
The study also shows the top two reasons for the delay are "I don’t have time" and "I just don’t think of it." Burns says those reasons translate to "Our content needs to be better, and the less radio advertises itself the lower our share of mind goes."
A related finding in the study shows that cell phone alarms have overtaken radio alarms as women’s preferred way to wake up. Burns says about four times as many women wake to an alarm on their cell phone as to a clock radio. "Most station apps have an alarm function," Burns notes, "but I haven’t heard a single morning show or station promote that."
Burns and Associates researched the attitudes toward and usage of media and music as well as the personal interests of over 2,000 women who listen to AC or CHR radio. Burns will release the results of its 2012 study in a series of four free webinars presented by Triton Digital. The first webinar is scheduled for this Thursday, July 12 at 3:30 p.m. EDT. To register for the webinars, click here.