Edison Research has released is most recent study in its ongoing Infinite Dial series today focusing on digital consumer behaviors of listeners of certain radio formats.
The study included 3,159 participants interviewed in January and February before the COVID-19 pandemic hit focusing on those who reported listening to a radio station that mostly plays one of the following formats:Alternative Rock, Classic Hits, Classic Rock, Contemporary Christian, Country, Hard Rock/Heavy Metal, Hip-Hop/Rap, News/Talk, R&B, Sports, and Top 40 at least once weekly.
Among the key findings of the study:
Radio continues to have a hardware challenge, particularly with younger-leaning formats. The study states that P1 listeners are more likely to own an in-home radio include Classic Hits, Classic Rock, Country, Hard Rock/Heavy Metal, News/Talk, and Sports, but listeners to Alternative Rock and Contemporary Christian index lower and those who listen to Hip Hop/Rap and Top 40 are the least likely to own a an in-home radio.
Smart speakers provide a partial solution for radio. Younger P1s to formats such as Alternative Rock, Hard Rock/Heavy Metal, Hip Hop/Rap, R&B, Sports, and Top 40 are more likely to own a smart speaker, while Country, Classic Hits, Classic Rock, Contemporary Christian, and News/Talk P1’s are less likely to.
Online listening remains elusive for AM/FM radio stations. Over 75% of P1’s to Sports, Top 40, Alternative, Hard Rock/Heavy Metal and Hip Hop/Rap streaming audio in a given week. Those numbers drop significantly for if they listen to streams of AM/FM stations with Sports listeners at 45%, R&B 28%, News/Talk 26%, Alternative 26% and Hard Rock/Heavy Metal 26%.
Music discovery is moving to YouTube and other places. YouTube has become the primary source for music discovery regardless of age and format. AM/FM remained in the top three for all formats with the exception of Hip Hop/Rap.
The PowerPoint from the presentation is embedded below:
Radio listeners in the U.S. can’t be characterized as a monolith as each format has listeners with different audio behaviors. New, format-specific findings on radio listeners were released today in the webinar “Radio Format Profiles: An Infinite Dial® Study” (attached) presented by Laura Ivey, Director of Research at Edison Research.
Data from The Infinite Dial®, an annual study on digital consumer behaviors from Edison Research and Triton Digital® were used to explore eleven of the top radio formats in the U.S.
The report focused on weekly AM/FM radio listeners who reported listening most often to a radio station that mostly plays one of the following formats:Alternative Rock, Classic Hits, Classic Rock, Contemporary Christian, Country, Hard Rock/Heavy Metal, Hip-Hop/Rap, News/Talk, R&B, Sports, and Top 40. Although radio formats are often classified just by the age and sex of listeners, not all audio and audio device behaviors can be tracked along these lines.
Following are some key findings about those who listen most to these radio formats, also known as P1 Listeners:
Radio continues to have a hardware challenge, particularly with younger-leaning formats
Eleven formats were indexed against the market average for owning a traditional radio receiver in their home. Formats whose P1 listeners are more likely to own an in-home radio include Classic Hits, Classic Rock, Country, Hard Rock/Heavy Metal, News/Talk, and Sports. Formats less likely to own an in-home radio include Alternative Rock, Contemporary Christian, and the two formats that index the lowest for in-home radio ownership: Hip Hop/Rap and Top 40. R&B is exactly the market average for owning a radio in the household.Smart speakers provide a partial solution for radio
Fortunately for radio, technology has provided more devices for listening. Smart speaker ownership is consistently growing, and radio formats with younger P1 listeners, such as Alternative Rock, Hard Rock/Heavy Metal, Hip Hop/Rap, R&B, Sports, and Top 40, are more likely to own one.
Formats whose P1 listeners are less likely to own a smart speaker: Country, Classic Hits, Classic Rock, Contemporary Christian, and News/Talk.“Migrating loyal radio listeners from traditional radio hardware to smart speakers and mobile devices is essential to the future of radio,” said Ivey. “Consumers of audio should be thinking of radio when they make their listening choices.”
Online listening remains elusive for AM/FM radio stations
Over 75% of radio P1 listeners to Sports, Top 40, Alternative Rock, Hard Rock/Heavy Metal and Hip Hop/Rap reported listening to any online audio services in the last week. When looking specifically at listening to AM/FM radio online in the last week, however, the percentages drop significantly:
Sports (45%), R&B (28%), News/Talk (26%), Alternative Rock (26%), Hard Rock/Heavy Metal (26%).Music discovery is moving to YouTube and other places
YouTube as a source for music discovery defies age and radio format boundaries and is one of the top three sources for new music discovery by all of the music formats profiled in this study. AM/FM radio was one of the top three sources for new music discovery by all of the music formats with the exception of Hip Hop/Rap.How this study was conducted
3,159 online interviews were conducted January and February, 2020, before COVID-19 disruptions. The online interviews are a supplement to The Infinite Dial telephone-based survey. The online survey was offered in both English and Spanish and is weighted to match the U.S. 12+ population.