Your browser is out-of-date!

Update your browser to view this website correctly. Update my browser now


Burns: Women’s Radio Listening Shifting Devices

Women listening more on computers, cellphones, according to new study

Radio listening is not dropping, it’s shifting devices, according to a new study from Alan Burns & Associates.

“Most products enjoy increased consumption when they become available in more places. That’s true with radio” too, says Burns.

In “What Women Want” for 2012, the programming consultant conducted a study of more than 2,000 women, mostly Hot AC and CHR listeners to drill down into their listening habits.

While listening to the over-the-air broadcast of a radio station is down this year compared to last, listening to an AM or FM station’s stream either on a computer or a cellphone is up. Overall, radio listening — on a receiver, computer or cellphone — is up about one percent this year compared to 2011.

Cellphone listening is becoming significant, says Burns.

Some 26% listen to radio on a cellphone on a weekly basis, compared to some 15% a year ago, while listening to AM/FM online streams rose to nearly 43% from 34%, according to the findings. Nearly daily AM/FM online listening on cellphones rose from 8% last year to just over 13% now.

Another observation: The top two ways most women in the survey wake up in the morning are with a cellphone alarm (33.6%) or an alarm clock (25%).

Burns notes that 90% of all smartphone owners have downloaded an app and nearly 50% have specifically downloaded a radio station app.

Most of the radio station apps he’s seen have an alarm function. Yet Burns says he’s not heard any station morning shows promote that feature.

TV does a good job of mentioning the alarm functions on their apps. “Radio needs to be saying, ‘Set your app to us to start your day,’” says Burns.

Sorry. No data so far.