Edison Research recently released studies that show the majority of in-vehicle audio listening is to traditional AM/FM radio. Edison’s Share of Ear for the 2nd quarter of 2016 and a Share of Music special report demonstrate AM/FM's impact in what is becoming an increasingly competitive environment.
You can download the information at [link].
Edison estimates that time-spent-listening (TSL) to audio from any source when in any place is just over four hours per day. Seventy-nine percent of the TSL consists of listening to music, 9% of listening is to news, 9% of listening is to talk personalities and 3% of listening is to sports.
Here are slides showing information I found particularly interesting:
• AM/FM RADIO IS STILL THE MOST LISTENED TO PLATFORM IN VEHICLES
• AM/FM RADIO IS THE TOP LISTENING CHOICE FOR ALL AGE GROUPS
Note that listening to SiriusXM by respondents ages 13 – 34 is considerable lower than for older demos. I noticed this same trend in Jacob’s Media’s Public Radio Tech Survey 8, where listening to SiriusXM also lagged behind other groups.
• IN-VEHICLE LEADS LISTENING TO AUDIO FROM ANY SOURCE
• MUSIC IS THE NUMBER ONE TYPE OF CONTENT IN VEHICLES
• ALL MUSIC LISTENING TO MUSIC FROM ANY SOURCE PEAKS IN THE MORNING
The high point for music listening is between 9am and 1pm. Please keep in mind that this is listening to music from any source in any place.
• AM/FM RADIO HAS THE MOST MUSIC LISTENING BY PLATFORM
• PANDORA, APPLE MUSIC & iHEART RADIO LEAD IN STREAMING AUDIO BRAND AWARENESS