Research Firm Tracks Consumer Impressions of Satellite at Retail Outlets

XM had less instant recall than Sirius, according to a research company, but XM was mentioned more often as the system of purchase. However, consumer responses change over time.
Bridge Ratings said it has been tracking satellite radio consumer behavior at retail outlets in the first quarter of this year, interviewing 4,000 consumer weekly. “Consumers were asked an awareness question prior to their purchase and a question following their purchase to confirm the service chosen.
“During the first 4-5 weeks of the year, XM had less instant consumer recall than did Sirius. However, XM was more often mentioned as the system of purchase during that time. Interestingly, during the final 6 weeks of the quarter, the reverse occurred: XM had higher install recall prior to purchase, but Sirius was mentioned more often as the purchased service.”
The company said figures were “greatly” affected by the immediate impact of Howard Stern on sales and the subsequent slow-down of influence during the second half of the quarter.
Lots of other interesting numbers about satellite listening; click on the link above.