How An Audience Finds Radio Industry Online
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At first glance it was going to be easy to explain. It ended up being anything but that.
One question from Audio Graphics/Borrell Associates' 47th survey of over 1,000 internet radio listeners was this: "What most helps you find new Internet radio stations?" If the radio industry wants to attract its niche audiences online, it needs to understand what pushed people to its web sites.
In 2010 you can chart the answers across age groups as follows:
Only, the more I looked at it the less it told. The main point, that search engines remain the preferred method for most age brackets, is better documented with the graph below.
To really tell the story, though, we need a much deeper dive into the demos to explain how each age group uses the various methods for uncovering radio online. This is a developing industry, and knowing how people find their internet stations shows the radio industry where it needs to focus for serving each station's core demos. So it's back to the spreadsheet to create a variety of charts explaining each category.
Note: I realize the category "Other" is rather vague. It was used as a comparative for the same survey question offered to 2,467 respondents in 2005, before the current popularity of social networks. Changing "Other" to something else would upset survey consistency; but, make no mistake, the uptick in "Other" in our most-recent survey results from the proliferation of these interactive networks.
Here's how that comparison looks.
Now, to the story. Just what is it that "most" helps a person find their online radio station today? Here are the choices charted by age, answered by 1,010 online radio listeners. You draw the conclusion on where your radio station needs to place emphasis to be found online.
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