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Click to report.

A letter from the publisher:
RRadio Network surveys began in October, 2001. Since then, more than 45,000 online
radio listeners have given their opinions on questions revolving around four categories:
Personal Information
The act of listening to radio online
Their perception of advertising
Online activities
As a General Manager for Metro Networks I worked directly with founder David Saperstein
in those first years of growth. He taught a valuable lesson about introducing something new:
Success can take years of persistence.
Today media buyers show the same resistance to buying online radio advertising as they
did when the :10 traffic report commercial was introduced.
There is a direct parallel between selling traffic reports and selling online radio advertising:
Worth must first be demonstrated so there’s justification for moving ad money to it.
It is through the persistence of RRadio Network surveys to deliver a psychographic portrait
of the online radio listener that media buyers will see value in this audience.
Ken Dardis
President,
Audio Graphics, Inc.
440-564-7437
RRadio Network Online Radio Survey - “It’s All About the Audience”
Overview
RRadio Network is a growing community of online radio stations that aggregate their audience for sale
to advertisers. Our roster includes some of the biggest names in online and broadcast radio. An updated
listing is at www.RRadioNetwork.com/agencyinfo.htm
Since October 2001, listeners to RRadio Network stations have responded to surveys covering a wide array
of questions about their personal lives, online activities, internet connectivity, their feelings on advertising
and advertisers, etc. Former MediaPost journalist Larry Dobrow best sums up the content of these reports:
"There's more information contained here about online radio, and especially its listener base, than anywhere else."
Analysis is derived from 45,000+ responses received over thirty-one RRadio Network station surveys.
This report delivers facts based on these responses.
Each survey is branded with the serving station’s logo. Since RRadio Networks stations represent
a diversity of radio formats, our data may be applied to the online radio world at large.
Methodology
The information contained in this report was collected between October 12, 2001 and May 31, 2005
from 31 surveys presented to online radio listeners. The first six asked three questions each; the
remaining ones had four questions for each participant. Surveys 1 through 8 were each based on a 500person sample. Every survey 9 through 14 queried 1,000 participants. Each remaining survey delivered
answers from 2,000+ persons. The total number of returns across all surveys came to 45,000+.
Four categories of questions concentrate on the online radio listeners’ personal lives, their
online activities, the act of listening to radio online, and perceptions of advertising.
At the conclusion of each survey (as the next was posted) , participants were requested by e-mail
to return to their station for additional questions. This created a lengthy database. Extrapolation of data,
cross-referenced against a person’s e-mail address, allowed us to drawa profile of participants that’s
unequaled in a single survey session.
Note: Through Survey 23, demographic breakouts were in categories of male/female 12-17,
18-34, 35+. From Survey 24 on, demographics are presented in the standard broadcast format:
male/female 12-17, 18-24, 25-34, 35-44, 45- 49, 50-54, 55+.
Highlights
!
57.7% hold a college or post-graduate degree
!
45.1% have an annual household income of $50,000+
!
46.8% work in technology, management, medical, or professional positions
!
56.1% find "most new music" on internet radio
!
82.4% connect to the internet via broadband
!
40.9% listen for 3 hours+ each listening session
!
81.6% claim their online station satisfies expectations by 80% or more
!
57.6% listen during morning, mid-day, afternoon, and late afternoon
!
56.1% online advertising "frequently" or "sometimes" helps them
make an offline purchase
!
80.7% "frequently" or "sometimes" discuss online radio with friends
and co-workers
RRadio Network audience of males 18-24, 25-34 and 35-44,
made up 55.4% of Survey 31's respondents. The chart below
shows the gentle fluctuation in demos with each survey.
Source: Surveys 27 through 31 - October 30, 2004 to May 31, 2005
The Online Radio Listener
Online radio listening is a worldwide event. In the early days, 82.8% of listeners resided in the U.S.
Since then, two additional RRadio Network surveys show an average of 62.6% listeners living in
North America.
The audience is educated; 57.7% hold a college or post-graduate degree.
Source: RRadio Network Survey 26 - 2,047 respondents from July 12 to August 21, 2004
Online radio listeners are also affluent, with 45.1% living in households earning $50,000+ annually,
a 2.6% increase since November 2002.
Source: RRadio Network Survey 30 - 2,467 respondents from March 15 to April 22, 2005
Survey 7 - 509 respondents from September 1 to November 1 , 2002
As for marital status: 41% of 1,999 respondents said they’re single; 39.6% said “married.”
Source: Survey 27 - 1,999 respondents from August 21 to October 30, 2004
2.6% - Abstained
Divorced
Engaged
Married
Separated
Single
Widower
% Females Only
11.03
6.30
38.52
2.62
39.22
2.27
% Males Only
6.33
5.59
42.28
2.01
42.72
1.04
% Females of Total
3.15
1.80
11.28
0.75
11.20
0.65
% Males of Total
4.25
3.75
28.38
1.35
28.66
0.70
Totals
7.50
5.55
39.66
2.20
41.02
1.45
The online radio audience is primarily Caucasian, 61.5%.
Source: RRadio Network Survey 28 - 1,898 respondents from Oct. 30, 2004 to Jan. 30, 2005
As might be expected, the audience comes from diverse religious backgrounds:
Source: RRadio Network Survey 28 - 1,898 respondents from Oct. 30, 2004 to Jan. 30, 2005
Agnostic Atheist Buddhist Hindu Jewish Lutheran Muslim Orthodox Protestant Catholic
Shinto
Other
26.98% female
1.57
2.12
0.48
0.21
0.54
0.59
0.38
0.38
4.02
7.29
0.05
9.35
72.15% male
5.22
10.06
1.14
0.43
1.19
2.66
1.03
0.76
12.89
17.30
0.21
19.26
99.89 - total
6.85
12.18
1.63
0.70
1.74
3.31
1.46
1.14
17.02
24.80
0.27
28.83
76.1% of RRadio Network’s audience report they vote in elections.
Of these, claimed party affiliations are:
36.0% Democrat
30.1% Republican
30.8% Independent
(3.1% abstained from identifying their political party.)
Source: RRadio Network Survey 8 - 532 responses from November 2, to December 14, 2002
They work hard: 42.6% put in more than 40 hours each week at their jobs.
Source: RRadio Network Survey 22 - 2,146 respondents from Feb. 12 to March 20, 2004
46.8% work in technology, management, medical, or professional positions.
Other professions represented in the online radio audience are as follows:
Total Abstained
Technology
Professional
1.69
Professional
Service
Support
Industry
Management Retail
Medical
Manufacturing
Other
Total Female
3.34
3.39
4.08
2.54
2.89
1.74
4.28
0.54
11.72
Total Male
13.76
10.42
1.24
5.98
5.73
3.44
2.39
4.03
15.46
Totals
17.10
13.81
5.32
8.52
8.62
5.18
6.67
4.57
27.18
Source: RRadio Network Survey 23 - 2,005 respondents from March 20 to April 22, 2004
Of course, to work they need business clothes: 23.2% spend over $500, 14.6% over $750 yearly
45.1% spend from $250 to $1,000+ yearly
8.4% shell out over $1,000 each year
“How much do you spend on business clothing each year?”
Source: RRadio Network Survey 22: 2,146 respondents from Feb. 12 to March 20, 2004
With 45.1% living in households earning $50,000+ annually, the online radio audience
has disposable income. Here’s how they responded when asked what their “next big purchase” will be.
Source: RRadio Network Survey 26: 2,047 respondents from July 12 to August 21, 2005
But big purchases do not a life make. Owning an MP3 player is also on the shopping list
of today’s consumer. While publicity makes it seem that everyone owns an MP3 player,
only 32.3% of RRadio Network’s online radio audience have them.
Source: RRadio Network Survey 28 - October 30, 2004 to January 30, 2005
The ownership of MP3 players by online radio listeners may be curtailed since many use CDs.
“Will you buy a CD of songs in the next ninety days?” elicited these responses:
Source: RRadio Network Survey 17 - 2,018 respondents from August 14 to Sept. 10, 2003
Perhaps the many claiming to purchase CDs are motivated
by their exposure to new music - exposure resulting
mostly from listening to radio online. For the chart at
right, the question respondents were asked to complete was:
“Lately, I’ve been find most new music on...”
Broadcast
Radio
Internet
Radio
Satellite
Radio
File Swapping
Services
Legal Music
Service
Other
As % of Females Only
34.17
49.36
3.16
1.68
5.06
6.54
As % of Males Only
16.42
42.95
2.82
4.30
2.47
5.26
Females as % of Total
8.21
11.89
0.75
0.4
1.20
1.55
Males as % of Total
22.26
57.47
3.85
5.85
3.37
7.16
One item that every working person needs is a vehicle, and online radio’s audience is no different.
Survey 20 addressed two issues involving the purchase of a car, truck or SUV: (1)whether the
person would be purchasing one in the next year, and (2) what type of vehicle was being considered.
Of those planning to buy...
Of those planning to buy a “new” vehicle...
One reason for purchase could be that nearly a third will be driving to their vacation destination.
“How will you get to your vacation this year?”
Source (for above graphs): RRadio Network Survey 20 2,079 respondents from Nov. 15, 2004 to Jan. 7, 2005
Source: RRadio Network Survey 30 2,467 respondents from March 15 to April 22, 2005
Vacations are important to people who work hard. For the online radio audience, the vast
majority plan their own.
Source:
RRadio Network Survey 21 - 2,049 respondents
from January 7 to February 12, 2004
Vacations are not the only means of relaxation, though.
When asked “Are you a gamer?” 51.5% of our
audience said “yes.” They also identified what types
of games they play.
Console
Games
Games on
Cellphone
Handheld
Games
Online
Games
Other
PC
Games
Abstained
16.04
4.11
2.88
38.27
9.46
23.04
5.76
As % of Males Only
21.99
1.40
1.40
18.67
3.45
50.51
2.55
3.78
0.95
0.75
9.17
2.20
5.49
1.35
Males as % of Total
16.65
1.04
1.05
14.11
2.49
38.28
1.92
Totals
20.43
1.99
1.78
23.28
4.69
43.77
3.27
One of the most important attributes of our surveys is that they allow
us to ask specific questions about specific areas of responsibility.
From responses to the question "For your company's purchase of office imaging equipment,
how much influence do you carry?" we uncovered the following:
26.8% actively take part in deciding what type of
copier, printer, or scanner their company will
purchase. Another 17.7% are asked their opinion
before a purchase of this type is made.
Source: RRadio Network Survey 23 2,005 respondents from March 20 to April 22, 2004
Through the questioning here, online radio advertisers can get answers indirectly from consumers
relative to the purchase of their products or services. No other media is doing this!
This report’s objective is to paint a concise picture of your typical online radio listeners.
The preceding 14 pages give direct answers to many personal questions regarding ethnicity,
education, income, political persuasion, and lifestyle.
As RRadio Network has reported over its 3.5 years of conducting these surveys, people
who listen to radio online are more affluent and educated than what mainstream media
is capable of delivering. This audience also possesses more disposable income.
We believe the proof is above.
Our next section looks at what your typical online radio listeners do while online,
how long they’ve been using the internet, and what their online purchasing habits are.
Online Activities
The majority of online radio’s audience has been online for over 5 years,
according to RRadio Network’s Survey 11.
Source: RRadio Network Survey 11988 respondents from March 10 to April 20, 2003
RRadio Network stations are asking this question in the current survey.
Comparisons will be offered in version 3 of this report.
That broadband seems to follow online experience is not profound. The longer people use the internet,
the more likely it is they will be on a broadband connection.
Here is what 640 online radio listeners reported in an April 2002 RRadio Network survey:
T1 Line 7.5%
Broadband/DSL Work
22.65
Cable Modem Work 6.56%
Broadband/DSL Home
16.56
Cable Modem Home
Total - DSL Line 39.21%
Total Cable
25%
31.56%
56k Work
3.59
56k Home
14.37
Total Dial Up 17.96
Total the numbers; 78.2% used broadband, 17.9% dial-up.
The remaining 3.8% were on dial-up, but planned to get broadband.
Compare these figures with a survey taken in late 2003 (graph on next page).
Connectivity
As of November 2003, 82.4% of online radio listeners used broadband, 17.5% dial-up.
Source: RRadio Network Survey 19 - 1,990 respondents from October 5 to November 15, 2003
In April, 2005, Nielsen//NetRatings reported 57.7% of the U.S. online audience use broadband.
Online radio listeners are connected by broadband 42.8% more than the average for Americans,
making them a primary Rich Media advertising target.
Having a higher access to broadband means people who listen to radio online are also more responsive
to internet advertising. Nielsen’s new MegaView Online Retail Service reports that “69% of all online
retail purchases were conducted over broadband connections in November 2004”; “Broadband users also
visited online retail sites more frequently...”1
Take the question appearing in section one, “How do you plan or book your vacation?” 74.7% reported
they did it “themselves.” How many reserved a hotel room online? RRadio Network’s survey found that in
November, 2003: 43.8% did, with 27.7% doing so in the previous six months.
1
ClickZ Article: http://www.clickz.com/stats/sectors/retailing/article.php/3463191
In regards to online radio listeners purchasing airline tickets online, 48.3% responded they had, with
36.3% having done so multiple times.
With 74.7% of RRadio Network’s audience saying they book their own vacations, there is plenty
of room to capture sales for either of the above industries by reaching out with advertising.
Here are results from the question “Have you made an online purchase in the last 30 days?”
55.1% made a purchase,
...and 79.5% of these people made an online purchase of more than $35.
Of those who made a purchase:
21.5% of ALL respondents spent $100 or more online last month!
26.2% of ALL respondents made a purchase of over $75.
30.1% of ALL respondents dropped $60 or more.
35.6% of ALL respondents spent $45+ online.
No Online
Purchase
1-$15
$15.01 - $30.01 - $45.01 - $60.01 - $75.01 $30
$45
$60
$75
$100
$100+
Totals
As % Females Only
49.58
4.38
7.67
7.94
4.38
3.28
5.20
17.53
99.96
As % of Males Only
46.46
2.99
6.56
6.73
5.81
4.07
4.65
22.69
99.96
11.52
1.01
1.78
1.84
1.01
0.76
1.20
4.07
23.23
Males as % of Total
35.58
2.29
5.02
5.15
4.45
3.11
3.56
17.37
76.57
- total
47.16
3.30
6.81
7.0
5.53
3.88
4.77
21.51
99.96
Source: RRadio Network Survey 31 - 1,990 respondents from April 22, to May 31, 2005
Prior to the 2004 holiday shopping season, 1,999 RRadio Network listeners were asked:
“Do you plan to shop online for the 2004 holiday season?”
“If yes, how much will you budget for holiday shopping online?”
$10-150
Holiday
Budget
$151-300
Holiday
Budget
$301-450
Holiday
Budget
$451-600
Holiday
Budget
$601-750
Holiday
Budget
$751-900
Holiday
Budget
$901 +
Holiday
Budget
No Holiday
Shopping
Online
4.85 % Abstained
1.10
1.10
0
0
1.10
0
0.05
0.65
% of Females Only
16.69
10.83
14.20
4.44
2.30
1.95
1.95
47.60
% of Males Only
15.54
11.59
13.79
5.45
3.56
3.03
3.56
43.44
4.70
3.05
4.00
1.25
0.65
0.55
0.55
13.40
Males as % of Total
10.25
7.65
9.10
3.60
2.35
2.00
2.35
28.66
95.14% total
15.05
10.80
13.10
4.85
3.10
2.55
2.95
42.72
While the above figures give the perception online radio listeners do a great deal of shopping
while listening, it is clear from responses to the question below that online radio brands an ad’s
message for action at a later time. 2,039 persons were asked to finish the following statement:
“____________ is what I do most online, while listening to Internet radio.” Only 1.3%
said it was shopping.
Source: RRadio Network Survey 24 - 2,039 respondents from April 22 to May 31, 2004
Our next graph shows how the online radio audience responds
with post ad-impression action.
Central to internet advertising’s history is the click-through, immediate response brought on by an ad.
A click-through is secondary, though, for those listening to radio online. “View-through”
rates are of growing importance. 63% report online advertising helps them make an offline
purchase “sometimes” or “frequently.”
Does online advertising help you make an offline purchase?
Sometimes internet radio listener surveys explode the myths of online consumers. Two examples
of press release hype being dampened by response from RRadio Network surveys revolve around
satellite radio and podcasting, both receiving high amounts of publicity today. According to the
audience of online radio stations, neither one is as far along as the press presents them to be.
Of 1,582 respondents to Survey 24, only 63 subscribed to satellite radio - 3.9%.
When asked “Have you listened to a "podcast" in the last 30 days?” slightly
over one third of 1,418 online radio listeners (36.2%) in Survey 31 reported “yes.”
Neither result is worthy of the hype given to either audio media.
Online music services may be doing better
than what you’ve heard, though. Of 2,018
surveys returned, only 25.9% reported
they subscribe, but 21.8% say they are thinking
about using download music sites.
Source: RRadio Network Survey 17 August 14 to September 10, 2003
Listening to Radio Online
In this report’s first two sections we learned about who listens to internet radio, and how these
people spend their time online. Now let’s look at the act of listening, defining habits and actions.
50% of respondents to Survey 11 reported having listened to radio online for over a year.
Nearly a third (31.5%) have been listening for 5 months or less. This April 2003 response from
988 persons showed a surprisingly high percentage had already developed the online radio habit.
It also pointed to a segment of audience who were just discovering listening to radio on the
internet.
That listeners’ online radio stations attracted them with quality programming is demonstrated
by the number of days each week this group listened. 68% say they tuned in 5 or more days
each week.
25.3%
7.5%
35.1%
7.7%
10.3%
4.9%
5.1%
Source: RRadio Network Survey 5 - 485 respondents from June 28 to September 5, 2002
40.9% boast an average listening session of more than 3 hours, while another 27.4%
listen between 1-2 hours each time they tune in.
Source: RRadio Network Survey 27 1,999 respondents fromAugust 21 to October 30, 2004
When tuned to your online radio station, how long is your AVERAGE listening session?
1.95 - Abstained
Listen less than
1 hour
Listen 1 - 2 hours
Listen 2 - 3 hours
Listen 3 hours +
As % Females Only
12.58
21.89
12.58
52.93
As % of Males Only
13.44
30.72
18.46
37.37
3.65
6.35
3.65
15.35
Males as % of Total
9.10
20.81
12.50
25.31
Totals
13.10
27.46
16.50
40.97
Source: RRadio Network Survey 27 - 1,999 respondents from August 21 to October 30, 2004
Low tune out is another indication that online radio is serving a special blend of programming.
When asked “How many times a day to you tune to a different internet radio station?”
52% reported sticking with one station all day.
Source: RRadio Network Survey 18 2,153 respondents from Sept. 10 to October 8, 2003
“How does this radio station rank in satisfying your expectations?” When you compare
results to this question from Survey 17 (2,018 respondents) with that of our most recent Survey 31 (1138
respondents), you see little difference in the extreme satisfaction that online radio listeners show their
primary stations.
Survey 31 Satisfaction levels:
81.6% say their online station
satisfies expectations by 80%
or more.
5.3% say 70%
3.2% - 60%
2.2% - 50%
0.5% - 40%
0.9% - 30%
0.7% - 20%
0.1% - 10%
1.4% - 0%
Higher levels of listening satisfaction create longer listening sessions.
When the question of listening-session length was asked relative to all online radio listening,
40.9% of respondents claimed 3 hours or longer. But RRadio Network changed the
question to “What is the average time you spend listening to YOUR online station?”
and the percentage of those listening 3+ hours grew to 47.3%. These online P1 listeners
show a loyalty that is not common in other forms of radio.
Source: RRadio Network Survey 14 1,012 respondents from June 21 to July 5, 2003
Analyzing how long a person has been listening to one station shows the following:
Although a large percentage may identify a station as their favorite, their tenure for listening is short.
Plenty of room exists for individual stations to increase their audience.
Asking the question about how many days a listener spends each week with online radio
also brings impressive results when inquiring about the listener’s radio station.
“Over the past week, how many days
did you listen to THIS radio station?”
41.3% - 5 or more days
Source: RRadio Network Survey 15 2,070 respondents from July 5 - 23, 2003
This loyalty issue is put into perspective by Survey 16's quetion:
“Do you consider THIS station your primary online radio station?”
Finding New Stations
Before an online station can become a “favorite,” it has to be found. Search engines,
friends’ referrals, and radio station portals came out on top as answers when we asked
online radio listeners (between March 15 - April 22, 2005) how they find stations.
The above shows the importance of optimizing online radio web sites for high search-engine ranking,
creating promotions, and programming worthy of word of mouth/viral marketing. Being listed on as
many radio station portals as possible is also vital.
What the Audience is Listening for
To help understand the growth of online radio’s audience, consider it in part a search for an alternative
to traditional radio and in part a search for what’s new. Early in our surveys we asked online radio
listeners to identify “why” they listen to internet radio. 744 respondents replied as follows:
33.3% - Broadcast radio doesn't play the music I want to hear.
28.2% - Internet radio is new and fresh.
25.4% - Broadcast radio has too many commercials.
13% - Broadcast radio's signal is weak in our building.
Source: RRadio Network Survey 4 - May 28 to June 28, 2002
Another question asked about the “when” of listening.
Breaking this into day parts (with "Combined Daytime" the total listing that occurs
during morning, mid-day, afternoon, and late afternoon):
An idea of how radio listeners divide their time between online and broadcast is demonstrated in the charts
below. Listeners were asked: “If you label your TOTAL radio listening, what percentage of time do
you spend with broadcast radio? What percentage with radio online?”
While females 12-18 spend the largest portion with broadcast (46.2% divide their
time 90% with terrestrial radio and 10% with online), 16% of males 19-34 claim
to spend 10% with broadcast and 90% with radio online.
15% of 19 to 34-year-old males say they spend 20% with broadcast; 80% with online radio.
Gender aside, here is the split:
In reading the charts, the first percentage
number reflects the amount of listening
to broadcast radio; the second, percentage
to radio online.
Therefore in the 10%-90% split,
12.7% spend 10% of their time
listening to broadcast, and 90%
of their time with radio online.
Breakouts by gender follow:
5.6% Abstained from
question
90%- 80%- 70%- 60%- 50%- 40%- 30%- 20%- 10%100%
10% 20% 30% 40% 50% 60% 70% 80% 90% Broadcast
100%
Online
Radio
Total
Abstained Age
0
0
0.
0
0
0
0
0
0
0.1
0.5
.6
16.0
7.7
8.3
5.8
16.0
5.4
9.5
10.2
10.4
5.2
4.9
99.9
As % of Males Only
11.3
7.3
8.7
7.5
11.8
6.7
12.4
13.3
12.9
1.6
5.9
99.9
4.4
2.1
2.3
1.6
4.4
1.5
2.6
2.8
2.9
1.4
1.3
27.3
Males as % of Total
7.6
4.9
5.8
5.
7.9
4.5
8.3
8.9
8.6
1.1
3.9
66.5
Totals
12.1
7.07
8.2
6.
12.4
6.
10.9
11.8
11.5
2.5
5.3
93.8
Source: RRadio Network Survey 24 - 2,039 respondents from April 22 to May 31, 2004
Programming
To put this aspect of our report in perspective, consider that the following answers were given
during Survey 9, which ended January 29, 2003; this was at the height of a backlash against broadcast
radio that involved complaints of homogenized and shortened playlists.
Radio online’s audience was being built as a result of dissatisfaction with local radio stations.
We wanted to know if online radio’s audience was, in part, built on its ability to deliver music
not found on broadcast radio. 1,021 persons were asked this question:
“Would you like it if your online radio station played fewer or more new artists?”
To get an idea of whether they would like independent artists, the same survey asked listeners:
“Are you interested in hearing music from unsigned bands?”
This response was similarly overwhelming.
Source:
RRadio Network Survey 9 - 1,021 respondents
The audience is calling for a more diverse musical voice. Online radio programmers should use
these figures as guidance in determining play lists.
While hearing fresh, new music is a high priority for the online radio audience, its desire for news is
waning. Responding to “I would like to hear more news on my internet radio station...” 60.7%
replied “no.” From this group of 988 persons, 33.5% said “yes.”
As % of Gender
Want More News
Do Not Want More News
Female/Male 12 - 18
7.9/4.7
7.1/7.7
Female/Male 19 - 34
19.7/20.1
35.9/34.6
Female/Male 35 +
9/9.7
20.1/22.8
Source: RRadio Network Survey 10 - 1,021 respondents from January 29 to March 10, 2003
Those listening to radio online were asked what media players they favor in order to hear what they want.
A majority of 52.7% use Windows Media Player.
Source: RRadio Network Survey 21 2,049 respondents from January 7 to February 12, 2004
Getting the sound from their computers to their ears is done mostly by speakers, with only 10.6%
of listeners reporting they use headsets.
Source: RRadio Network Survey 18 2,146 respondents from Sept. 10 to Oct. 8, 2003
As for whether work-place restrictions prevent online radio listening, over half of the 2,146
persons responding to Survey 22 reported their employers allow listening.
Total abstain
5.57%
Company
allows internet
radio
Company allows limited
internet radio
Company says no
to internet radio
I listen on the sly
Abstain
0.19
0.04
0.24
0.14
Total female
19.06
2.15
8.11
4.30
33.62
Total male
32.11
3.76
16.37
7.91
60.16
24.28
12.21
99.75
Total all
51.17
5.91
Source: RRadio Network Survey 22 - 2,146 respondents
Total
- Feb. 12 - March 20, 2004
With this much listening going on in the workplace, you’d expect conversations about internet radio
among co-workers, and there’s plenty of that: 80.7% report they “sometimes” or “frequently” talk
with friends and co-workers about radio online.
Over 80% of RRadio Network’s audience claim to discuss internet radio with
friends and co-workers, and a significant number of those friends/co-workers
also listening to radio online.
When asked "How many of your friends listen to online radio?” most respondents
claimed 5+ in each of these gender/age groups:
Here’s a comment from a 19 to 34-year-old female about online radio:
I really enjoy listening to radio on-line. It gets me through the day here in the office.
My boss wants me to put on some jazz or classical music cd's but I prefer to listen
to radio on-line. Some of the music that is played on there really gets me going,
gives me a spurt of energy. I've had several of our patients ask me what radio station
I'm listening to because they want to put it on at their work & I just tell them that it's
on the computer & give them the website name. Thank you and keep up the good work!!! :)
Word of mouth is how 24.1% of listeners report finding new online stations, coming
in second to search engines (24.9%). Source: RRadio Network Survey 30 2,467 respondents from March 15 to April 22, 2005
Does this interest and buzz mean subscription stations have a chance? Most probably not,
as revealed by 525 persons answering Survey 7, taken 8/21 - 11/1, 2002. When asked what
they’d be willing to “pay to listen to online radio,” here’s how listeners responded:
75.7% - Nothing
15.2% - Any reasonable price
9.1% - $4.95/month
0.3% - $9.95/month
This unwillingness to pay for radio online can be seen in responses to a similar question
in a follow-up survey, discussed on the next page.
Much later, RRadio Network stations asked:
“If internet radio were available on your
cellular telephone for a reasonable fee,
would you pay to listen?”
Overall response was close to that received earlier
about radio online.
What’s in the future?
While consideration must be given that RRadio Network is surveying an audience of online
radio listeners, it’s still startling to see that over 58% report “internet radio” when asked,
“By this time next year, what do you see yourself listening to most?”
Source: RRadio Network Survey 29 2,038 respondents from Jan 30 to March 15, 2005
Broadcast
Radio
Internet
Radio
Satellite
Radio
Portable MP3
Player
Cable
Music-Only
Channels
Other
22.61
51.88
7.98
10.42
1.99
5.09
As % of Males Only
13.63
60.58
8.16
11.78
1.34
4.47
5.40
12.42
1.89
2.61
0.51
1.7
Males as % of Total
10.18
45.33
6.07
8.79
0.97
3.32
Totals
15.68
58.49
7.96
11.55
1.48
5.02
Audience Perceptions
A few myths were shattered by RRadio Network’s audience response,
one being that the online audience wants commercial-free music.
The reason given by 25.4% of Survey 6 respondents for listening to internet radio concerned “too many
commercials on broadcast radio.” The same survey showed 77.9% of respondents saying that “internet
radio stations need advertising to survive.”
The online radio audience is open to an advertiser’s message. Listeners even guide us
on what are acceptable forms of advertising and the types of products they’d like to see
advertised, plus how to best reach them with banner and audio ads.
When asked to name what “online advertising is not acceptable...”
respondents gathered into these groups:
Source: RRadio Network Survey 6 965 respondents from August 13 to Sept. 5, 2002
Between May 21 and June 21, 2003, we
discovered what products the audience
would most like to see advertised.
*Here is an example of the interactive
properties available through online
radio advertising.
No other media allows the audience
to relay their preferences on what
products they would like advertised.
No other media can produce surveys
of its audience and deliver realtime
results to clients.
“On your Internet radio station, what type of products would you most like to see advertised?”
Automotive Beer/ Clothing Financial
Home
Insurance Motorcycles
Liquor
Services Improvement
Movies
Pharmaceuticals
Songs Artists
3
6.7
10.1
2.7
7.3
0
1.2
16.5
1.2
50.9
As % of Males Only
7.2
10.5
4.1
3.4
5.6
0.4
4.4
16.8
0.8
46.4
0.9
2.7
3.2
0.8
2.3
0
0.3
5.3
0.3
16.4
Males as % of Total
4.8
7
2.7
2.2
3.7
0.2
2.9
11.2
0.5
31%
Totals
5.9
9.3
6.1
3.1
6.2
0.2
3.3
16.6
0.9
47.9
Source: RRadio Network Survey 13 - May 21 and June 21, 2003
*To demonstrate consumer survey capabilities of online radio advertising relative to a specific product,
Survey 15 asked “Are you interested in seeing informative advertising on Sirius or XM Satellite
Radio?” 28.9% said “yes,” of which:
48.6% Female
50.5% Male
9.9% - 12 - 18
5.7% - 12 - 18
22.2% - 19 - 34
13.7% - 19 - 34
16.5% - 35+
31.1% - 35+
0.9% - Abstained age/gender
Online radio advertisers also benefit from the audience telling them what type
of commercials are most effective. RRadio Network queried 1,999 persons between
May 31 and July 12, 2004 with “What in a radio ad is most likely to get your attention?”
That same survey also asked “What in a banner ad would most likely cause you to
consider its content?” Different approaches matter. “Humor” wins big with audio.
“Credible offer”is what works best with banners.
Audio Ads
Banner Ads
“What in a radio ad is most likely to get your attention?”
“What in a banner ad would most likely cause you to consider its content?”
Banner Ads
Credible Humor
Offer
Large
Relevant
Discount Headline
Word
“Free”
Vibrant
Colors
Other
26.10
22.79
10.29
13.41
9.92
6.25
11.21
As % of Males Only
30.87
20.80
11.86
16.29
6.79
2.50
10.86
Total Females - 27.21
7.10
6.20
2.80
3.65
2.70
1.70
3.05
Total Males - 69.98
21.61
14.55
8.30
11.40
4.75
1.75
7.60
2.63 Abstain age/gender
28.76
20.81
11.10
15.10
7.45
3.45
10.70
Audio Ads
Discount Forceful Humor Personable Price
Offer Delivery
Voice
Mention
Word
“Free”
Other
9.17
0.73
36.14
15.77
9.90
14.67
13.57
As % of Males Only
9.27
2.13
37.16
15.47
13.26
10.48
12.19
Total Ffemales - 27.25
2.50
0.20
9.85
4.30
2.70
4.00
3.70
Total Males - 70.11
6.50
1.50
26.06
10.85
9.30
7.35
8.55
0.64 Abstain age/gender
9.0
1.70
35.91
15.15
12.0
13.30
12.25
“Where does the ‘most effective’ advertising appear?” is a question with which we’ll end this
report. It’s a hands-down win for television in every demo. Newspapers come in a distant second.
But notice how close “online” and “local radio” advertising have become in “perception of
effectiveness” in a short ten years.
Responses
M 12-18
F 12-18
M 19-34
F 19-34
M 35+
F 35+
Abstained
Total
1.3
Direct mail
0.09
0.04
0.63
0.44
1.27
0.49
2.96
E-mail
0.04
0.09
0.29
0.34
1.42
0.68
2.86
Tune out all
0.54
0.78
3.78
1.17
3.83
1.37
11.47
Newspapers
0.63
0.58
4.81
1.66
9.62
2.79
20.0
Online
0.54
0.78
4.07
1.66
5.74
1.66
14.45
Local radio
0.54
0.83
2.60
2.79
6.38
2.30
15.44
TV
1.62
1.52
7.95
5.40
10.06
4.61
31.16
Source: RRadio Network Survey 20 - 2,036 respondents from Nov. 15, 2003 to Jan 7, 2004
The “most effective” advertising,
according to online radio listeners.
Advertising online is gaining credibility.
With less than 1 percentage point separating
it from local radio in every category,
online even surpasses local radio in the
hard-to-reach male 19-34 demo.
There is a change occurring in all media, forced through a combination of audience
disappointment with traditional forms and attraction to the multiple offerings found
with new media. While it is obvious that TV, radio and newspapers are not going away,
it is also advised that astute media buyers be looking at the new gathering place for
135 million online Americans - particularly at the focused groups delivered through
independent online radio stations.
Recommendations for Online Radio Stations
1) Online radio stations need to confront the fact that a little more than a third of their audience
come from outside the USA. Target potential advertisers with a worldwide distribution
system or companies with high-profile online presence.
2) The online radio audience is more educated and affluent than that presented by any other form
of media. In addition, there are high, annual household incomes reported, with income levels
that are rising. Concentrate on the quality of audience delivered rather than the numbers reached
to give media buyers a more desirable reason to advertise.
3) The ability to download to MP3 players is becoming a programming necessity. If an online
station does not have individual programs for download, at the very least it should offer
positioning statements, or short explanations, on how the audience may record the station’s programs.
On-demand programming may also be considered a new revenue stream via sponsorship sales.
4) Music from unsigned/unknown artists is in great demand online. While traditional label-backed
groups are a must-play, online radio stations also need to add new acts to their play list.
5) Movies, music, vacation, and video game advertising should be primary targets for an online
radio station’s sales force.
6) Broadband has already arrived as the connection of choice, giving online radio stations great
flexibility in offering Rich Media advertising.
7) Advertising with radio online is a branding experience too, 63% of its audience report that
“online advertising helps them make an offline purchase.” This is a strong argument for
sticking with a cost-per-thousand (CPM) ad rate system.
8) Efforts should be made to optimize online radio station web sites for high search engine rankings.
9) With over 35% of listening time spent between 6pm-6am, dayparting music and programming
will help increase online listening beyond work hours. Recycling listeners from one daypart to
the next should be a primary concern.
10) Nearly 75% of online radio listeners report using either Microsoft Windows Media Player or
the Winamp Media Player as their preferred way to listen.
11) Over 75% of online radio listeners report they are not willing to pay to listen. Nonetheless,
deciding if the remaining portion is worth pursuing with a subscription model should
be done in this early stage of online radio’s development.
12) Heed consumer advice: Humor works in audio advertising, a credible offer in banners.
Carefully-crafted online radio commercials will help set them apart from those being
delivered by local radio today.
Recommendations for Advertisers
1) Online radio is not just for youth. Formats that attract the 24-44 demo may be uncovered
through research, and used with an efficiency equal to that of reaching them with
traditional radio.
2) Nearly one-half of online radio’s audience work in the technical, management,
medical or professional sectors. 57.7% hold college or post-graduate degrees.
Approach them with respect.
3) Avoid spreading your advertising across too many stations of similar format, unless the
ad buy can be supported for a long enough time to permit high frequency of message.
4) Use online radio rep firms such as RRadio Network. Companies like this know the
landscape of radio online, which stations deliver your target audience, and the numbers
of impressions for each.
5) Get in early! Judging from audience satisfaction levels and forecasts of media selection over
the next year, online radio will be attracting an increasingly-larger audience. Those
advertisers that reach this crowd now will be branded as supporters of this new choice
in radio.
6) Don’t neglect a radio station web site’s banner advertisements. By far, banner ads are
the least objectionable form of online advertising. That these surveys are conducted
solely by a banner ad invitation shows the potential of using graphics on a radio web site.
7) Listen to the consumer! They want to be reached, but they don’t want to be sold.
The results of two questions presented above should make you consider how your
advertising message needs to be constructed:
“What in a radio ad is most likely to get your attention?” (Top choice, humor - 35.9%)
“What in a banner ad would most likely cause you to consider its content?” (Top choice,
credible offer - 28.7%)
8) The vast majority of online radio listeners use some form of broadband connection (82.4%).
This is a much higher percentage than the U.S. online population at large (55%).2
9) “More than eight out of ten internet users have researched a product or service online.”3
Being in the right place when consumers are seeking answers is the essence of good marketing.
2
3
Pew Internet & American Life: http://www.pewinternet.org/PPF/r/121/report_display.asp
Pew Internet & American Life: http://www.pewinternet.org/pdfs/PIP_Online_Pursuits_Final.PDF
Recommendations for Advertisers - Continued
10) 55.1% of online radio’s audience have made an online purchase in the last thirty days.
79.5% of these people spent more than $35. Online radio is a direct road to the consumer and,
at this early stage, it may be used to highlight an advertiser in ways unavailable to other media.
11) Use online radio as a branding tool.
12) Online radio’s ability to get reach and frequency is apparent in that 68% of the audience tunes in
five or more days each week; the listening session for 40.9% lasts three hours or more.
Summary:
Online radio is a new form of advertising in a familiar way. While the industry builds its presence
the audience is building allegiance, loyalty - a habit of tuning in - and they are responding to those
companies that are perceived as supporting radio online.
With internet radio, advertisers have a way of reaching out to first movers, those people who are known
to respond to cutting-edge technologies, fashions, and trends. All are offered with an accountability that
traditional radio lacks, with ROI formulas that are far more advanced than the traditional radio world.
The following still are hurdles for radio online: Lack of standard RFPs and trafficking orders, little continuity
in pricing, the wrongly-perceived dominance of satellite radio as an alternative to terrestrial radio’s offerings.
All of these will be corrected over the short term.
Currently there are dozens of top independent online radio stations attracting millions of listeners each
month, each with an audience that’s more highly educated, affluent, and with a higher disposable income
than the population at large. Reaching this group, on its terms, means going where it is spending time.
RRadio Network surveys have shown that place to be radio online.
Revised Report Questions - In Order of Listing
Personal
Where do you reside?
I have completed the following education...
My annual household income is...
Are you?...single, married, divorced, etc.
Are you?...ethnic group
Are you?...religion
I vote/don't vote in elections.
I consider myself to be Independent/Democrat/Republican.
How many hours do you work each week?
In what profession do you work?
How much do you spend on business clothing each year?
Your next BIG purchase will be...
Do you own an MP3 player - what kind?
Will you buy a CD of songs in the next ninety days?
Lately, I've been finding most new music on...
Do you plan to buy a car, truck or SUV in the next year?
If so, what?...car, truck, SUV
How will you get to your vacation this year?
How do you plan or book your vacation?
Are you a gamer? If yes, which games do you play?
For your company's purchase of office imaging equipment,
how much influence do you carry?
survey 1, 12, 26
survey 2, 12, 26
survey 7, 30
survey 27
survey 28
survey 28
survey 8
survey 8
survey 22
survey 23
survey 22
survey 26
survey 28
survey 17
survey 10, 29
survey 20
survey 20
survey 30
survey 21
survey 25
Page
5
5
6
6
7
7
8
8
8
8
9
10
10
11
11
12
12
12
13
13
survey 23
14
survey 11
survey 2, 10
survey 19
survey 19
survey 31
survey 27
survey 24
15
Online Activities
I have used the Internet for...
Internet connection - broadband/dial up?
Have you reserved a hotel room online?
...or bought an airline ticket online?
Have you made an online purchase in the last 30 days?
Do you plan to shop online for the 2004 holiday season?
____________ is what I do most online, while listening to Internet radio.
15
16
17
17
18
18
Does online advertising sometimes/frequently/never help you make an offline purchase? survey 16
19
Have you listened to a "podcast" in the last 30 days?
Do you download music?
Do you use legal, pay-for-your-songs music download web sites?
19
19
survey 31
survey 3
survey 17
19
I have been listening to online radio for...
How many days each week do you listen to radio online?
How long is your AVERAGE listening session?
How many times a day to you tune to a different Internet radio station?
How does this radio station rank in satisfying your expectations?
What is the average time you spend listening to your online radio station?
survey 11
survey 5
survey 27
survey 18
survey 17, 31
survey 14
20
20
20
21
21
22
How long have you been listening to THIS radio station?
survey 14
Over the past week, how many days did you listen to THIS radio station?
survey 15
22
22
Listening to radio online
Revised Report Questions - In Order of Listing - page 2 of 2
Page
Do you consider this station your primary online radio station?
What helps you find new Internet radio stations the most?
Why do you listen to Internet radio?
Listen during...work/non-work hours or both?
What part of the day do you listen to online radio?
If you label your TOTAL radio listening, what percentage of time do you
spend with broadcast radio? What percentage with radio online?
You would like it if your online radio station played fewer/more new artists?
Are you interested in hearing music from unsigned bands?
I would like to hear more news on my Internet radio station...yes/no
My preferred media player is...
Do you listen to online radio using a headset or speakers?
Does your workplace have restriction on listening to radio online?
Do you discuss Internet radio with your friends or co-workers?
How many of your friends listen to radio online?
I am willing to pay to listen to online radio...
If Internet radio were available on your cellular telephone,
for a reasonable fee, would you pay to listen?
By this time next year, what do you see yourself listening to most?
survey 16
survey 13, 30
survey 4
survey 15
survey 14
23
23
survey 24
survey 9
survey 9
survey 10
survey 21
survey 18
survey 22
survey 16
survey 18
survey 7
25
26
26
27
27
24
24
24
27
28
28
29
29
survey 29
survey 29
30
30
survey 6
survey 6
31
survey 13
31
survey 15
survey 25
survey 25
survey 20
32
33
Perceptions of Advertising
Internet radio stations need advertising to survive...
The following online advertisements are NOT acceptable...
On your Internet radio station, what type of product would
you most like to see advertised?
Are you interest in seeing informative advertising on Sirius
or XM Satellite Radio?
What in a banner ad would most likely cause you to consider its content?
What in a radio ad is most likely to get your attention?
The most effective advertising appears...
31
32
32
For information on RRadio Network online radio stations, go to
http://www.RRadioNetwork.com/agencyinfo.htm
Audio Graphics, Inc. © 2005
For more information, contact:
Ken Dardis
Audio Graphics, Inc.
Box 23575
Chagrin Falls, Ohio 44023
[email protected]
RRadio Network stations contributing to this report:
8 Ball Radio
9412 The Rock Station
All 80s Radio
Beethoven.com
Blues 24
BNet Tejano
Boomer Radio
BNet Radio
BNet Tejano
Chronix Radio
Club 977
Country Bear Radio
Dain Bramage
Depeche Mode
Electric Eye Radio
Energy Radio FM
Energy 98
Fairfax Sports Network
HounDog Radio
iDobi Network
KBPK FM
Killer Oldies
Kiss 95.9 FM
KNAC.COM
KAOS FM
MeanStream
MetroMix Radio
Mix 106.5 FM
Nekkid Radio
NewsRadio WTAM 1100 AM
Pirate Radio
Pitt Radio
ProSoul
Radio2XS
Radio-4-Living
Radio Del Ray
Radio Devil
Radio Gets Wild
Radio Indy
Radio Max Music
RadioRow.com
Radio 42
Rock-n-Radio
SnakeNet
SOMA FM
Sun Music Net
The Beatles Place
The Bomb
The Dance Station
The Rock Radio
Toon Radio Net
Treasure Island Oldies
Ultimate 80s
US Sports Radio
Voice America - Health
Voice America - Business
Voice America - Talk
WCLV FM
WGAR FM
WhereveRadio
WKRP FM
WMJI FM
WMMS FM
WMSL-UK
WRMR - 1420 AM
WRPS FM
http://www.8ballradio.com
http://www.9412.com
http://www.all80sradio.com
http://www.beethoven.com
http://blues24.sytes.net/en
http://www.bnetradio.com/tejano/home.htm
http://www.boomerradio.com
http://www.bnetradio.com
http://www.bnetradio.com/tejano/home.htm
http://www.chronixradio.com
http://www.club977.com
http://countrybear.com/Home.htm
http://dainbramage.com
http://www.prosoul.com/depechemoderadio
http://www.electriceyeradio.com
http://www.energyradio.fm/index.aspx
http://www.energy98stl.com
http://www.fairfaxsportsnetwork.com
http://www.houndogradio.com
http://www.idobi.com
http://www.kbpk-fm.com
http://www.killeroldies.com
http://www.kissfm965.com/main.html
http://www.knac.com
http://www.kaosfm.net
http://www.meanstreamradio.net
http://www.metromixradio.com
http://www.wmvx.com/main.html
http://www.nekkidradio.com
http://www.wtam.com/main.html
http://www.kqlz.org
http://www.pittradio.net
http://www.prosoul.com
http://www.radio2xs.com
http://www.radio4living.com
http://www.radiodelray.com
http://www.radiodevil.com
http://www.radiogetswild.com
http://www.radioindy.com
http://radiomaxmusic.com
http://www.radiorow.com
http://www.radiorow.com
http://www.rock-n-radio.com
http://www.snakenet.com
http://www.somafm.com
http://www.sun-music.net
http://www.thebeatlesplace.com
http://www.setechbroadcasting.com/thebomb
http://www.thedancestation.com
http://www.therockradio.com
http://www.toonradio.net
http://www.treasureislandoldies.com
http://www.ultimate80s.com
http://www.ussportsradio.com
http://www.health.voiceamerica.com
http://www.business.voiceamerica.com
http://www.voice.voiceamerica.com
http://www.wclv.com
http://www.wgar.com/more_splash.html
http://www.whereveradio.com
http://www.whereveradio.com
http://www.wmji.com/main.html
http://www.wmms.com/main.html
http://www.wmsluk.com
http://www.wrmr1420.com/home.php
http://www.webradiopugetsound.com
Rock
Rock
80's music
Classical
Blues
Tejano
Multi-format
AC Standards
Tejano
Metal
80's music
Country
Rock
Electronica
Rock
Dance
Dance
Sports
Country
Contemporary
Oldies
Contemporary
Rock
Alternative
Contemporary
Dance
Contemporary
Rock
News Talk
Rock
Soul
Talk
Blues / AOR
Indie Artists
Indie Artists
Indie Artists
Radio Portal
Lounge Music
Hard Rock 80's
Metal
Rock
Soul
Beatles Music
Alternative
Dance
Rock
Cartoon Music
Oldies
Classic Hits
Sports
Health Talk
Business Talk
Contemp. Talk
Classical
Eclectic
Multi-format
Oldies
Rock
Dance
Standards
Indie Artists
About RRadio Network
RRadio Network (pronounced "R-Radio Network") is a group of independent online radio stations.
Our purpose is to aggregate audience for sale to advertisers.
Since October 2001, RRadio Network has conducted the only continuous survey of online radio listeners, now
with over 45,000 responses.
To view our current survey go to http://www.rradionetworks.com/bomrsend/redirect.htm
About Audio Graphics, Inc.
Founded in 1991, Audio Graphics is a major producer of news and information concerning radio online.
Our web sites report how the Internet affects ad sales, and statistical issues about the industry
http://www.AudioGraphics.com
...act as a portal for radio stations that stream
http://www.RadioRow.com
...assemble quality unsigned artists for exposure to online radio programmers
http://www.RRadioMusic.com
*******************************************
Our mission is to demonstrate that online radio advertisers
have a direct path to affluent, educated consumers.
Ken Dardis,
President
440-564-7437
[email protected]

Click to report.

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