From: Nan Rubin <email@example.com>
Subject: [Stubblefield] Survey: Half of pubradio listeners use Facebook
To: WBAIProducers@yahoogroups.com, firstname.lastname@example.org,
Survey: Half of pubradio listeners use Facebook Published in *Current*,
Sept. 21, 2009
*By Mike Janssen*
Public radio listeners are increasingly buying smartphones and joining
social networking sites such as Facebook, expanding stations' opportunities
to serve them on those platforms, according to the second Public Radio
Technology Survey conducted by the radio research firm Jacobs Media.
Results of the survey, involving more than 28,000 listeners to 56 public
radio stations, were presented Sept. 17 at the PRPD Conference. The study
will be posted at prpd.org.
Users of social networking sites and services nearly doubled, climbing 81
percent from 2008 to 2009, with 60 percent of respondents saying they used
such sites. The increase was so dramatic that the researchers at first
doubted the finding, said Fred Jacobs, who presented the study. The boost is
"redefining what community means," said Jacobs.
Facebook powered much of the growth, with usage rising from 22 percent to 48
percent. Many of the new users were 35 or older.
About a quarter of respondents with cell phones owned smartphones. More than
half of those had bought the devices within the last year. Apple's iPhone
and iPod touch — an Internet-connected gadget, though not a phone, w as
included in the category — accounted for half of the smartphones. One-third
of the smartphone owners had downloaded apps for streaming public radio
stations on their devices. Two-thirds said they would consider paying for
such applications, suggesting an untapped revenue stream.
Jacobs also pointed out that more listeners are using their cell phones as
alarm clocks, suggesting that fewer are waking up to clock radios playing
Listeners to Adult Album Alternative stations and listeners ages 25 to 54
proved to be the earliest adopters of new-media habits. Seventy percent of
AAA listeners were on social networking sites, and 72 percent own MP3
players. They were also among the most avid listeners to web streams, and
more than the overall sample's average owned smartphones.
The survey found that 28 percent of respondents who listen to Web streams
listen to the customizable Internet radio site Pandora, up from 17 percent
in 2008. "There's no question this guy is out to kill us all," Jacobs said
of Pandora's founder.
Participants were surveyed from July 30 to Aug. 21. Most were members of
station e-mail or membership databases and were asked via e-mail to
participate. Others clicked links on station websites or social networking
pages, and some were prompted by on-air announcements.
[The first Public Radio Techno logy Survey was taken in fall 2008, sponsored
by PRPD, the Integrated Media Association and NPR. The second was scheduled
for August, PRPD said, to avoid fall pledge drives and to allow the results
to be presented at PRPD's own meeting.]
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