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What Women Want 2017

Submitted by Burns Radio on

February 13, 2017

 

THE SKY IS/IS NOT FALLING

 

Half of all women now say that they can foresee a day when they don’t need to listen to music on the radio. That’s one of the statistics that will be discussed this Thursday as Alan Burns and Associates and Strategic Solutions Research release the first set of data from their national consumer survey “What Women Want 2017 – Insights into Music, Radio, and New Media.”

Also, more than half (58%) of the women in the study agree with the statement that “radio is kind of old, online music is what’s hot now.”  Thus it would seem that the sky is about to fall in on radio. Not so, says Alan Burns and Associates founder Alan Burns. “Women feel strongly connected to their favorite radio station,” said Burns “with over three quarters (76%) of them saying their favorite radio station feels like a good friend or even their best friend. In our presentation this Thursday we’re going to trend attitudes toward radio over the last five years, and we are not seeing a significant weakening in affection for radio.”  In fact, the Burns/Strategic data will show that 85% of women look forward to listening to radio and would be very disappointed if they couldn’t listen anymore.

“What we’re seeing” said Strategic EVP Hal Rood, “is that women are distinguishing between the device and the content; that is, between radio in general and their favorite radio station. Radio is, indeed, an old technology, and there are other avenues for music delivery. But when you talk about a specific brand, which is what a favorite radio station is, there is a deep well of affection.”

Burns and Strategic surveyed 2000 women 15 – 54 re their attitudes toward and usage of radio, music tastes, and usage of other media at home, at work, and in connected cars. Results are being released in a series of four webinars, with the first scheduled for this Thursday, February 16 at 2pmEastern/11am Pacific. Register for the free 30-minute webinars by clicking here:  What Women Want 2017 Webinar or the What Women Want icons at www.burnsradio.com or www.strategicsolutionsresearch.com.

Alan Burns and Associates has provided strategic and tactical advice to radio broadcasters and other media for over 30 years. Strategic Solutions Research provides strategic research, music testing, interactive focus groups and sales research to radio and TV brands in markets like New York and Los Angeles, as well as in 24 countries.

For more information contact:

Alan Burns (251) 243-1592

Hal Rood, Strategic Solutions (206) 347-2188, ext 702