VIP Research and Mark Ramsey reported yesterday that while roughly one-third of 12+ consumers "would listen less to local radio if access to stations on the Internet was as easy to use as your radio...,“ 75.24% of respondents who listen to country music radio claim they would tune in just as much to “my local radio stations” (if offered the technology), a higher percentage than the other 17 format listeners included in the research.
The survey asked 2,000 radio listeners covering 22 markets, “If tomorrow you could get Internet access from the dashboard of your car and you could listen to thousands of radio stations from all over the world through an Internet receiver on your dash as easy to use as your radio, would you (a) Listen less to my local radio stations as I explore new ones online, or (b) Listen just as much to my local radio stations no matter what’s online.”
Fewer than half (48%) of of the country listeners (second only to 46% of classical fans, the group which was the least so inclined) want in-car Internet radio.
Would they rather have a radio in their portable mp3 player, iPod or an in-car Internet radio?
Again, (analog) FM wins (in the portable players, please).
The country radio consumers (38%) were second only to (40%) alternative listeners as the most likely to want a radio in their iPod/mp3 player.
The telephone survey of 2,141 adults was conducted August 10-25 and has a margin of error of +/- 2.0% at the 95% confidence level.
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