Jun 20, 2015
Overview
• First annual Public Radio Tech Survey• Designed to document the level of new media
usage and technology adoption among Public Radio listeners
• Goal of Survey to provide much-needed information to help Public Radio stations better understand their changing audiences.
• This survey will help provide a road map for Public Radio system (Stations and the System)
Methodology & Limitations
• 70 Stations – All Formats – Variety of Markets sizes and geography
• 30,082 Responses Nationally
• 472 Responses from WOSU Listeners
• WARNING: Web Polls Have Inherent Limitations
How has your Radio listening changed in the last year?
0%10%20%30%40%50%60%70%80%
At Home In My Vehicle Workplace Streaming On Person
A Lot Less Less About The Same
More A Lot More N/A
Do you have cable or Satellite TV?
0%10%20%30%40%
50%60%70%80%90%
YES No Don't Know
WOSU National
Do you have regular access to high speed Internet?
0%10%20%30%40%50%60%70%80%90%
100%110%
YES No Don't Know
WOSU National
Where do you regularly use broadband Internet?
0%10%20%30%40%50%60%70%80%90%
100%
At Home At Work FreeHotspots
PaidHotspots
At School Other
WOSU National
Average Weekday Hours on the Internet
0%
10%
20%
30%
40%
50%
< 1 Hour 1-2 Hours 3-5 Hours 6-7 Hours 8 > Hours
WOSU National
Best Describes Your Radio Listening
0%
10%
20%
30%
40%
50%
60%
PubRadioExclusively
Mostly toPublic Radio
Split Time MostlyCommercial
CommercialExclusively
WOSU National
Because WOSU Streams, I listen …
0%
10%
20%
30%
40%
50%
60%
70%
80%
a LOT more a LITTLE more THE SAME
Social Networking …
0%
10%
20%
30%
40%
50%
60%
70%
None
Faceb
ook
Linke
dIn
Not F
amili
ar
Class
mat
es.c
om
MyS
pace
Other
Reunio
n.com
WOSU National
Sources for Election Information
0%10%20%30%40%50%60%70%80%90%
Statio
n
Statio
n Web
site
Other
Rad
io
NPR Rep
orts
NPR Pro
gram
s
NPR.org
Daily
New
spap
er
Natl N
ewsp
aper
TV Net
work
Cable
New
s
Inte
rnet
New
s
Politic
al B
logs
Comed
y Show
s
C-Span
PBS
Didn't Use Use Some Use A Lot
Early Adopters
0%
10%
20%
30%
40%
First to Buy Earlier thanmost
About theSame Time
After Most Last to buy
WOSU National
How Likely are you to subscribe to Satellite Radio
0%
10%
20%
30%
40%
50%
60%
Very Likely Somewhat Likely Not Very Likely Will Not
WOSU National
How Likely would you spend $100 - $200 for an HD Radio
0%
10%
20%
30%
40%
Very Likely SomewhatLikely
Not Likely Not Sure Already OwnOne
WOSU National
Cell Phone Use
0%10%20%30%40%50%60%70%
Te
xt
Me
ss
ag
e
Ala
rm
Ph
oto
s
Ca
lcu
lato
r
Ad
dre
ss
Bo
ok
We
b B
row
sin
g
Em
ail
GP
S
We
ath
er
Ga
me
s
Ne
ws
Up
da
tes
Vid
eo
mp
3
Rin
gto
ne
s
Wa
tch
Vid
eo
WOSU 25-54 (116) WOSU 55+ (181)
What Sounds Appealing to You (re: texting)
0%
10%
20%
30%
40%
50%
60%
70%
Opt-In Texting I Text to Vote Both Good BothUnappealing
Other
WOSU 25-54 (83) WOSU 55+ (78)
Mp3 Player Use
0%
11%
22%
33%
44%
55%
66%
77%O
wn
iPo
d/M
p3
Ow
n A
pp
leM
p3
Ph
oto
s
WOSU 25-54 (156) WOSU 55+ (292)
Mp3 and Podcasts
0%
10%
20%
30%
40%
50%
60%
70%
Mp3 Connect in Car Listened to Podcast
Yes No Don't Know
Willing to Listen to Podcast Sponsorship Announcement
0%
10%
20%
30%
40%
50%
60%
Very Willing Somewhat Willing Not Willing Don't Know
WOSU
Downloaded or Streamed Video
0%
10%
20%
30%
40%
50%
Frequently Occasionally Never Have Don't Know
WOSU
What Types of Video from Radio Station Interests You
0%
10%
20%
30%
40%
50%
Extra
cover
age
Someth
ing I c
an't s
ee/hear
on re
g...
Nothin
g
Edited S
hort News fe
ature
s
In-S
tudio
Bro
adcast
s
In-S
tudio
Perfo
rmance
s
Music Vid
eos
Other
Device or Technology you could you not live without
0% 10% 20% 30% 40%
TV
AM Radio
FM Radio
Public Radio
Satellite Radio
iPod/Mp3
Cell Phone
TiVO/DVR
The Internet
Other
All of Them
WOSU National
Other Bits of Information
• Nearly half shop on-line at least once a month
• Of the 60% who view videos on-line, 62% use YouTube
• 84% of the WOSU respondents describe themselves as either very worried or somewhat worried about the economy
• More than 8 in 10 responses would be likely to recommend WOSU AM/FM to a friend or someone they work with
Observations
• Public Radio listeners are very loyal to their stations (support & recommend)
• NPR Brand is strong – NPR & Station websites though are in the background
• Clearly a difference between younger and older public radio listeners that transcends format
• The iPod (and Podcasts) bring with it opportunities and threats
More Observations
• Satellite Radio has many challenges … but so does HD Radio
• Increased cell phone ownership (along with its many uses and aps) provide both potential and fragmentation
• Survey demonstrates that technology adaption & use is a unique dynamic that has impacted traditional media consumption