Last week just prior to the NAB Radio Show in Nashville Edison’s Director of Research, Nicole Beniamini, presented the findings from Edison’s Share of Ear® study at Kurt Hanson’s RAIN Summit [link].
RAIN Summits are periodic full-day seminars with several presenters focusing on the latest developments and trends in radio and digital media consumption. I recommended attending a RAIN Summit if you can.
TAKEAWAYS FROM EDISON’s Share of Ear® STUDY [LINK]:
• 71% of survey respondents listen to audio (from any source) in the car. 29% prefer to drive without audio
• Traditional AM/FM radio remains the number one in-vehicle audio source – 9 in 10 commuters who do listen to audio choose traditional AM/FM radio while in their car on the way to work
• Commuters spend an average of 87 minutes each day listening to audio (from any source) in their cars
• The age of the vehicle makes a big difference in the choice of audio platforms – folks with newer cars show an increased listening to digital sources
KEY SLIDES FROM EDISON’s Share of Ear® PRESENTATION
SLIDE ONE: IN-VEHICLE AUDIO LISTENING BY PLATFORM
SLIDE TWO: IN-VEHICLE AUDIO LISTENING BY PLATFORM & BY AGE GROUP
SLIDE THREE: IN-VEHICLE AUDIO LISTENING BY PLATFORM & BY AGE OF VEHICLE
Methodology: Share of Ear® results are from a nationally representative sample of 8,721 Americans ages 13+ who completed a 24-hour audio listening diary between September 2015 and May 2016.