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News/Talk Listeners ‘Blazing New Tech Trail’

These fans are heavy in-car radio users and favor tablets, says Jacobs Media

News/Talk radio listeners are “blazing a new tech trail,” says Jacobs Media President Fred Jacobs.

These listeners have a single-minded focus on news, compared to other format listeners who often say a favorite song triggers an emotional reaction. Seven in ten (70%) say a major reason why they tune in broadcast radio is for news and information, followed by information about their local hometowns, according to the findings of Jacob Media’s recent study, Techsurvey8.

News/Talk listeners are more likely to be heavy in-car listeners and own a car with a digital dashboard system like Ford’s Sync or Toyota’s Entune. Jacobs calls this the “four-wheel factor.” These fans also like satellite radio.

Three in ten News/Talk respondents own a tablet, and most of those are iPads. And among those who don’t own a tablet, nearly four in ten (37%) indicate they are very somewhat likely to do so in 2012. 

Nearly half begin their day by turning on a radio at home or in the car. Other popular “first occasions” include starting the day with TV or by checking email.

More than 57,000 listeners from a total of 170 stations participated in Techsurvey8.