Burns Study: Total Radio Usage Up But Shifting Devices
July 11, 2012
Alan Burns and Associates have released more 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." Data scheduled for release this Thursday shows total radio consumption up slightly from year to year, with usage of radio content shifting to devices other than traditional radios.
"The 2,020 women in our sample this year tell us that they’re listening to a little less radio on a radio," says Alan Burns, "But their usage of radio via computers and cell phones is growing significantly."
The study shows that nearly a quarter of all women listen to radio on a computer almost every day, and over 13 percent listen to radio on their cell phones that often. "Both daily usage and daily TSL to radio online and on phones are growing, with the result that total radio listening in our study is up 1.9 percent on a year-to-year basis," said Burns. "It’s a case of a product being available in more places, and thus being consumed more."
He continues, "With or without activated radio chips, cell phones as a device for listening to radio are becoming significant. Almost half of these women have downloaded a radio station app. That tells me there’s demand for enabled radios on cell phones."
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.