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What Women Want 2017

Submitted by Burns Radio on

Wednesday, February 15, 2017

 

Radio’s Relationship With 15-24 year olds - It’s Complicated

 

Radio has a complicated relationship with teens and 15-24 year-olds now, according to data to be released tomorrow in Alan Burns and Associates/Strategic Research Solutions’ survey of 2000 women between 15 and 54. 

“Teens still like radio….90% of them say they at least like their favorite radio station, and nearly half (48%) love it” noted Burns founder Alan Burns. “But they are a bit less likely to feel deeply understood by radio. And as tech-savvy as they are, 63% of them can now foresee a day when they will won’t need to listen to radio for music – and that’s up strongly from 44% five years ago. “Teens are also the generation that most strongly dislike commercials,” added Burns EVP Jeff Johnson, “and that’s one of the reasons that in our study we find fewer teens listening to radio.” The study found that 12% of teens do not listen to radio, compared to 6% of the total sample.

Nonetheless, eight out of ten (82%) of teens and 15-24s say they look forward to listening to radio and would be disappointed if they couldn’t, with the majority strongly agreeing with those statements.

“In this time of tremendous change in the choices and usage of audio, 15-24 year-old women are distracted and that presents a challenge to radio,” said Hal Rood, Partner/EVP at Strategic Solutions Research. “What is exciting is in this environment that even 15-24s don’t want to see radio go away, because it serves a unique need for them.”

The study, titled “What Women Want 2017 – Insights into Radio, Music, and New Media” surveyed 2,000 women aged 15-54 for their usage and perceptions of radio, pureplay music streamers, and other sources of music, including what audio drivers of connected vehicles listen to. Results are being released in a series of four webinars, with the first scheduled for this tomorrow, Thursday (Feb. 16) at 2pm Eastern/11am Pacific.

You can 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 winning 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