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Jacobs Tech Survey Shows It's an On-Demand World


In Jacobs Media's new web study of radio listeners, the big story is on-demand media consumption. It started in television -- where a cultural change has taken place with video on-demand and binge viewing -- podcasting and on-demand audio are experiencing impressive gains. The media habits of 12 format core audiences along with four generations are examined in this huge survey of radio listeners. From Boomers to Millennials, different patterns of consumption are emerging.

TS12 was conducted from January 19-February 22 of this year. Jacobs Media President Fred Jacobs points out, "Every year when we sit down to analyze the data, we're in search of 'the one big thing' that impacts radio. This year, we see strong signs that podcasting may emerge as a game-changer for broadcasters. This new survey also includes preferred podcasting categories for each format audience, providing a guide to station content creators. More and more consumers own connected televisions, and their changing video consumption signals similar increases for on-demand audio. Every broadcaster should be developing a podcasting content strategy."

As was the case last year, Techsurvey12 provides two different "pyramids" for stakeholder stations. The "Media Usage Pyramid" contains categories from smartphone and tablet ownership to audio and video streaming. The "Brand Platform Pyramid" unveiled last year has been expanded to include new brands, including Hulu, TuneIn, and Google Play Music."

Jacobs continued, "Techsurvey12's Media Usage Pyramid shows the continued rise of mobile, as well as increases for both Smart TV and podcasting."

This year's Media Usage Pyramid is below:

More than 90% of respondents spend at least one hour a day with radio and/or television, the foundation of this pyramid.

Other highlights include:

  • The mobile revolution marches on - More than eight in ten respondents (84%) now own a smartphone and two-thirds (66%) now have a tablet - mobile continues to grow year after year.
  • TVs are rapidly becoming "connected" - Nearly half of respondents (48%) own a Smart TV or one connected with a device like Apple TV or Chromecast - up from 41% last year.
  • Podcasting is on the rise - Close to three in ten (28%) have listened to a podcast or on-demand audio in the past month, up from last year's levels (21%).
  • Audio streaming is steady - Nearly six in ten (57%) stream audio weekly or more often - flat from last year.
  • "Connected car" ownership continues to grow - One fifth (20%) drive a car with an in-media system like Ford SYNC or Chrysler UConnect.
  • Smartwatches are struggling - While ownership of a connected watch has doubled from last year, only 4% of respondents own one, a gadget that is in search of a market.
Here are some of the highlights from this year's Brand Platform pyramid:
  • Facebook Rules - Nearly three-fourths (74%) are on Facebook weekly or more, making it the dominant social media platform. About one-fifth spend time on Instagram and Twitter at least weekly (21% and 20% respectively).
  • On-demand video is big - Half (50%) now watch YouTube videos weekly or more, while more than one-third (35%) connect with Netflix during a 7-day period.
  • Pandora is off a bit - Nealry three in ten (28%) check out Pandora on a weekly basis, a slight drop from last year's levels, while fewer than one-fifth (18%) use iHeartRadio through the course of a typical week.

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Quick Snaps
Benztown: Benztown was at Radiodays Europe 2024, which was held in Munich on March 17-19th. Benztown hosted a well-attended party for customers and partners during Radiodays Europe 2024 on Monday, March 18. Pictured is a traditional Volksmusik band performed for Benztown party attendees at Munich's Augustiner-Keller restaurant. In front in black shirt raising a glass is Oliver Klenk, Head of Production & Composition, and to his right, also in black shirt, is Stephan Halfpap, General Manager, Maxmedia, Austria.

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