Radio Can't Afford In-Vehicle WiFi (And Neither Can Listeners)

Under that headline it may surprise you to learn that no one is more excited about a future that will include in-vehicle Wi-Fi than I am.

BUT:  buyer beware.

Having lived full time in my RV I have traveled across both Canada and the U.S., I think I know something about it, since my Leisure Van came equipped with a Sony touch screen in-dash entertainment and navigation center with DVD/ Bluetooth and multiple apps from Sirius XM, I Heart, Pandora and all points between.

I've been using it to as full as possible extent for 16 months now.

I connect with both Sprint and Verizon 4G devices and it certainly functions very well no matter where I am.

Hopefully, people purchasing the newest models with Wi-Fi built in will get a year or two of connectivity included in their car payment, so it - at first - may seem free to them, but once they start getting charged for the wireless access by their mobile carrier I have some idea of the sticker shock awaiting them.

One gigabyte of data today costs about $10.  I chose one of the carriers because they offered unlimited data at the time (after all, your new laptop needs at least a terabyte of storage!)  Their coverage was disappointing as I explored back roads and parks, so I also ultimatelty bought the other one.  Most months I pay about $120 between the two carriers to connect.

I keep it that "low" by never streaming anything I can avoid.  One month, for example, I watched a total of 60 minutes of steaming video and my charges DOUBLED.

Ouch!

I see where Clear Channel is increasing their commitment to digital now.  Ideally that will include  HD and NextRadio, the digital audio services that will still be free for users to access.

The more drivers and passengers start having to pay for programming via 4G, I predict, the more they are going to appreciate the medium which serves their entertainment and info needs at no cost.

ARB: "Country Continues as America’s Favorite Format"

Radio Today, 2011 edition (click to download your copy) is hot off the press and it contains great news for booming country music radio.

The No. 1 format overall, in both Diary and non-Metro areas, Country reached more than 65 million listeners each week on more than 1,700 stations—the most outlets of any music format, not including 300 Classic Country stations. It also was the top format among most age groups (including a big lead with adults 25-54) and in most dayparts. Country enjoyed some of the longest time spent listening of all formats, and its listeners set a new high in college degree attainment in Fall 2010.

Other fascinating mega-trends in radio's overall usage:

Radio Is Increasingly Mobile…
Away-from-home listening has been growing in proportion to all listening in every weekday hour in recent years except between 5 AM and 9 AM; at-home’s share of radio in the 6AM-10 AM daypart was actually up in Fall 2010 compared to Fall 2008.

…Especially in Evenings
The major shift in recent years has been between 8 PM and 9PM, when in Fall 2010, the majority of tune-in occurred away from home; the reverse had been true in Fall 2008 and in earlier years. The 9 PM to 10 PM hour also has been steadily gravitating toward out-of-home. And combined with out-of-home gaining by proportion in earlier evening hours, for the first time the overall 7 PM to Midnight daypart in Fall 2010 saw the majority of radio listening occurring away from home.

…And on Weekends, Too…
Despite the smaller audiences compared to weekdays, radio’s average quarter-hour ratings away from home increased on weekends from 2 PM and 11 PM and again from 4 AM to 5 AM between Fall 2008 and Fall 2010. The majority of listening in the 10 AM hour shifted to away from home in Fall 2010 for the first time. As it is during weekdays, the 9PM hour is headed that way, as well.

…And Notably Among Teen Boys
Tune-in among teen boys is steadily shifting toward away-from-home listening, which could gain the lion’s share of tune-in by teen boys by the 2012 report.

Weekday Evening Listening Is Rising
Radio increased its listenership, particularly significantly during weekday evenings, when the medium scored higher Cume Ratings among men aged 18-64 and women 25-64. Radio also posted higher ratings in midday reach among men aged 25-64 and women 45-54, as well as on weekends with men 35-64 and women 45-54.

Trend: Away From Home Is Up; At Home Listening Slips

Sampling and discovery happens in the car (cume), but turning that usage into ultra core time spent listening/hours tuned involves getting them to start with you very early in their day and then taking the radio station to work with them.

Source: BBM/Canada's 2010-2011 Radio Data Book