Overview

• First annual Public Radio Tech Survey• Designed to document the level of new media

usage and technology adoption among Public Radio listeners

• Goal of Survey to provide much-needed information to help Public Radio stations better understand their changing audiences.

• This survey will help provide a road map for Public Radio system (Stations and the System)

Methodology & Limitations

• 70 Stations – All Formats – Variety of Markets sizes and geography

• 30,082 Responses Nationally

• 472 Responses from WOSU Listeners

• WARNING: Web Polls Have Inherent Limitations

How has your Radio listening changed in the last year? 

0%10%20%30%40%50%60%70%80%

At Home In My Vehicle Workplace Streaming On Person

A Lot Less Less About The Same

More A Lot More N/A

Do you have cable or Satellite TV?

0%10%20%30%40%

50%60%70%80%90%

YES No Don't Know

WOSU National

Do you have regular access to high speed Internet?

0%10%20%30%40%50%60%70%80%90%

100%110%

YES No Don't Know

WOSU National

Where do you regularly use broadband Internet?

0%10%20%30%40%50%60%70%80%90%

100%

At Home At Work FreeHotspots

PaidHotspots

At School Other

WOSU National

Average Weekday Hours on the Internet

0%

10%

20%

30%

40%

50%

< 1 Hour 1-2 Hours 3-5 Hours 6-7 Hours 8 > Hours

WOSU National

Best Describes Your Radio Listening

0%

10%

20%

30%

40%

50%

60%

PubRadioExclusively

Mostly toPublic Radio

Split Time MostlyCommercial

CommercialExclusively

WOSU National

Because WOSU Streams, I listen …

0%

10%

20%

30%

40%

50%

60%

70%

80%

a LOT more a LITTLE more THE SAME

Social Networking …

0%

10%

20%

30%

40%

50%

60%

70%

None

Faceb

ook

Linke

dIn

Not F

amili

ar

Class

mat

es.c

om

MyS

pace

Other

Twitter

Reunio

n.com

WOSU National

Sources for Election Information

0%10%20%30%40%50%60%70%80%90%

Statio

n

Statio

n Web

site

Other

Rad

io

NPR Rep

orts

NPR Pro

gram

s

NPR.org

Daily

New

spap

er

Natl N

ewsp

aper

TV Net

work

Cable

New

s

Inte

rnet

New

s

Politic

al B

logs

Comed

y Show

s

C-Span

PBS

Didn't Use Use Some Use A Lot

Early Adopters

0%

10%

20%

30%

40%

First to Buy Earlier thanmost

About theSame Time

After Most Last to buy

WOSU National

How Likely are you to subscribe to Satellite Radio

0%

10%

20%

30%

40%

50%

60%

Very Likely Somewhat Likely Not Very Likely Will Not

WOSU National

How Likely would you spend $100 - $200 for an HD Radio

0%

10%

20%

30%

40%

Very Likely SomewhatLikely

Not Likely Not Sure Already OwnOne

WOSU National

Cell Phone Use

0%10%20%30%40%50%60%70%

Te

xt

Me

ss

ag

e

Ala

rm

Ph

oto

s

Ca

lcu

lato

r

Ad

dre

ss

Bo

ok

We

b B

row

sin

g

Em

ail

GP

S

We

ath

er

Ga

me

s

Ne

ws

Up

da

tes

Vid

eo

mp

3

Rin

gto

ne

s

Wa

tch

Vid

eo

WOSU 25-54 (116) WOSU 55+ (181)

What Sounds Appealing to You (re: texting)

0%

10%

20%

30%

40%

50%

60%

70%

Opt-In Texting I Text to Vote Both Good BothUnappealing

Other

WOSU 25-54 (83) WOSU 55+ (78)

Mp3 Player Use

0%

11%

22%

33%

44%

55%

66%

77%O

wn

iPo

d/M

p3

Ow

n A

pp

leM

p3

Ph

oto

s

WOSU 25-54 (156) WOSU 55+ (292)

Mp3 and Podcasts

0%

10%

20%

30%

40%

50%

60%

70%

Mp3 Connect in Car Listened to Podcast

Yes No Don't Know

Willing to Listen to Podcast Sponsorship Announcement

0%

10%

20%

30%

40%

50%

60%

Very Willing Somewhat Willing Not Willing Don't Know

WOSU

Downloaded or Streamed Video

0%

10%

20%

30%

40%

50%

Frequently Occasionally Never Have Don't Know

WOSU

What Types of Video from Radio Station Interests You

0%

10%

20%

30%

40%

50%

Extra

cover

age

Someth

ing I c

an't s

ee/hear

on re

g...

Nothin

g

Edited S

hort News fe

ature

s

In-S

tudio

Bro

adcast

s

In-S

tudio

Perfo

rmance

s

Music Vid

eos

Other

Device or Technology you could you not live without

0% 10% 20% 30% 40%

TV

AM Radio

FM Radio

Public Radio

Satellite Radio

iPod/Mp3

Cell Phone

TiVO/DVR

The Internet

Other

All of Them

WOSU National

Other Bits of Information

• Nearly half shop on-line at least once a month

• Of the 60% who view videos on-line, 62% use YouTube

• 84% of the WOSU respondents describe themselves as either very worried or somewhat worried about the economy

• More than 8 in 10 responses would be likely to recommend WOSU AM/FM to a friend or someone they work with

Observations

• Public Radio listeners are very loyal to their stations (support & recommend)

• NPR Brand is strong – NPR & Station websites though are in the background

• Clearly a difference between younger and older public radio listeners that transcends format

• The iPod (and Podcasts) bring with it opportunities and threats

More Observations

• Satellite Radio has many challenges … but so does HD Radio

• Increased cell phone ownership (along with its many uses and aps) provide both potential and fragmentation

• Survey demonstrates that technology adaption & use is a unique dynamic that has impacted traditional media consumption