Jacobs Media Unveils Techsurvey 2018 Keys In Webinar

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Techsurvey 18


JACOBS MEDIA will hold a free webinar citing “10 Key Takeaways from Techsurvey 2018” on THURSDAY, MAY 24th at 2p (ET). TECHSURVEY 2018, conducted between TUESDAY, JANUARY 16th and MONDAY, FEBRUARY 26th, 2018, studied the media habits of radio listeners in 14 format core audiences along with five generations. Stakeholder stations participated in a webinar on MONDAY, APRIL 30th; results of the study will be released over the next few months. You can sign up for the free webinar here.


“We are continuing to see increasing digital platform usage for all forms of audio, particularly the emergence of AMAZON’s ALEXA, GOOGLE HOME, and the rise of Smart Speakers, whose ownership has nearly doubled in just one year,” said JACOBS MEDIA Pres. FRED JACOBS. Added JACOBS MEDIA GM PAUL JACOBS, “In addition to the boom in Smart Speaker penetration, many forms of digital media — including podcasting, satellite radio, streaming audio, and streaming video — all show increases in the number of regular users year-over-year.”

TECHSURVEY 2018 provides two different “pyramids” for stakeholder stations. The “Media Pyramid” contains categories such smartphone and tablet ownership, audio and video streaming, as well as voice-command smart speakers like the AMAZON ECHO. The “Brand Pyramid” offers usage information about brands such as NETFLIX, INSTAGRAM, PANDORA, and HULU.





Among other things, the Media Pyramid found that 


* More than nine in 10 respondents spend at least one hour a day with radio and/or TV.


* Fewer are using in-home radios. Around 83% use regular radios in the home now, with only 68% of Millennials. Devices like smart speakers (AMAZON Alexa, GOOGLE Home, etc.) and smart TVs are increasingly replacing regular radio usage in the home.


• Smart speaker penetration explodes. In just over two years since their availability, smart speakers are now owned by more than one in five (21%) respondents, up from 11% one year ago. Use of music and spoken word programming from broadcast radio stations is increasing on smart speakers.


• Consumers continue to love AM/FM radio for the music, personalities, and emotional drivers, such as companionship and mood elevation. However, nearly seven in 10 (69%) say a main reason they enjoy listening to the radio in the car is that it’s the easiest to listen to, while six in 10 (60%) say a main reason for listening is that it’s free.


• Smartphone ownership increases to nine in 10 respondents (90%), while tablet ownership now reaches 70%.


• While 70% of consumption to the average station in TS 2018 takes place on “regular radios,” 27% of usage is now occurring via digital platforms — computer streams, mobile apps, smart speakers and podcasts — up sharply from 22% this time last year. Among Millennials, 31% of their listening is via digital platforms (vs. 65% on a regular radio).


• More than half of those who say they listen to any audio while working report frequently listening to AM/FM on a regular radio in the workplace (54%). An additional 23% listen to AM/FM streams on a computer/laptop, while 21% say they stream AM/FM radio stations on a mobile device such as a smartphone or tablet. Other frequent workplace listening platforms include personal music (23%), PANDORA (17%), SIRIUSXM (11%) and SPOTIFY (10%).


• Listening to podcasts on a weekly basis rose from 21% one year ago to 23% this year. About three-fourths of regular podcast users (74%) listen on a smartphone, followed by fewer than half on a desktop/laptop computer (44%). Music (42%) and radio shows that previously aired (39%) are the top podcast categories among weekly podcast users.




 

Here are some of the highlights from this year’s Brand Pyramid:


• FACEBOOK remains the dominant social media platform. Nearly three-fourths (74%) use FACEBOOK weekly or more. Both INSTAGRAM and SNAPCHAT, while firmly behind FACEBOOK in overall social media usage, show healthy growth.


• Streaming video brands see large gains. More than half now use NETFLIX on a weekly basis (52%), up sharply from 41% last year. AMAZON Prime Video and HULU also show large spikes in weekly usage, at 24% and 19% respectively.


• Streaming audio brands are mostly flat. One-fourth (25%) listen to PANDORA on a weekly basis, flat in the last year after having seen a drop in weekly usage the previous two years. iHEARTRADIO remains flat at 18% year to year, while SPOTIFY is only up incrementally (now 13% vs. 12% one year ago).


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