It’s become very fashionable in some circles to dump all over traditional radio. “Irrelevant!” they’ll say. “Who listens to radio anymore?” Well, a lot of people, actually. An awful lot.
According to a new study by Ipsos, it is very, very clear that the humble AM/FM radio remains the number one choice for audio entertainment in cars. (This is a US study, but since our industry is healthier than theirs–and that streaming has yet to make the same impact on this side of the border–it’s probably safe to say that this data applies to Canada, too.) Here’s what we learned:
- 84% of those survey say they listen to radio in the car
- In second spot, CDs with 64%.
- Satellite radio comes in third at 22%
- Pandora, a service we still don’t get, is used by 18%, followed by iHeartRadio (we don’t get that, either) at 8% with HD Radio (nope to Canada) and Spotify tied at 7%.
- While many people do set up new streaming services for use in the car, 99% of those surveyed say they’re perfectly fine with their current AM/FM radio setup.
- Interestingly, 91% would rather have buttons to control their radio rather than an AM/FM app that shows up on the infotainment screen.
Bottom line from all this? People want all kinds of music and information options in the car. Radio is just the easiest to use–and that’s a big advantage. More details here.