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In-Car Dashboard Connection Attracts AC Listeners

Jacobs Media study gives insights into listeners’ deepening relationship with technology

CHR and AC fans are among the heaviest in-car audio listeners. Those who have so-called “digital dashboard” infotainment systems like Ford Sync are the ones most likely to have cut back their time spent listening to over-the-air radio, according to Jacobs Media.

In its TechSurvey 8, Jacobs Media garnered responses from a total of 57,358 respondents. The results for AC, CHR and Hot AC released this week were gleaned from 14,000 listeners at a total of 36 stations. 

The study gives insights into listeners’ deepening relationship with technology and provides a road map for reaching consumers in all the places they entertain themselves, according to Fred Jacobs, president of the media research firm.

Other findings include insights into radio’s ongoing challenge to be the first media used in the day. While AC and CHR listeners are more likely to start their day by turning on the radio at home, there’s a virtual tie among Hot AC fans between the radio at home and turning on the TV.

That’s another sign that morning TV shows are doing a good job capturing first tune-ins when these consumers start their days, according to Jacobs Media.

Listeners use social media a lot, the survey confirmed. AC, CHR and Hot AC respondents skewed female and use Facebook with Twitter gaining popularity as well.

The company expanded the survey beyond rock formats this year; 12 formats were represented with a total of 170 stations participating.

Results for Christian Contemporary Music, Variety Hits and News/Talk will be released throughout this month. Sign up for those webinars here.