Coleman Insights announced an online presentation of “Successful Audio Streaming Strategies” is now available on its website. Visitors to can access a multimedia presentation of the study’s findings, as well as the original study report.
“We have received a lot of requests for the presentation from those who could not attend RAIN Summit East,” said Coleman Insights Vice President Sam Milkman, who delivered the debut presentation of the study. “Now anyone who would like to see the insights about streaming audio consumers we presented in Washington can easily do so.”
Among the key findings of the study are the low awareness levels and relatively shallow perceptions consumers who use streaming audio have of the options available to them. The study also includes comparisons of consumers’ perceptions and usage of Internet-only streaming audio services such as Pandora with the offerings of terrestrial AM/FM radio stations.
Specific findings:
–Pandora is the leading brand in the streaming audio space. However, only 28% of streaming audio consumers are aware of Pandora on an unaided basis and only 22% use it on a regular basis.
–The streaming audio services offered by terrestrial AM/FM stations and Pandora are the only brands with meaningful awareness levels. Less than one in ten streaming audio users is aware of brands such as AOL Radio, Yahoo! Music Radio, Last FM and Slacker (on an unaided basis). On average, consumers who regularly use streaming audio can name 1.6 streaming audio brands on an unaided basis. This compares to the six or seven brands consumers can usually name for mature brand categories.
–Streaming audio consumers are more than twice as likely to be aware of an Internet-only streaming brand as the streaming services offered by a terrestrial AM/FM station. 77% of these consumers can name an Internet-only brand, while only 33% name a terrestrial AM/FM station stream on an unaided basis.
–Users of streaming audio are much more likely to listen to Internet-only streams than streams offered by terrestrial AM/FM radio stations. Half of streaming audio consumers report listening to Internet-only streams; 28% listen to the streams of terrestrial AM/FM stations.
–Aggregated usage of terrestrial AM/FM audio streams exceeds Pandora usage. Pandora’s 22% usage level is six points lower than that of all AM/FM audio streams.
–Streaming audio consumers prefer listening to Internet-only streams over other sources of audio, including over-the-air broadcasts of AM/FM radio stations. Only 15% of streaming audio consumers—and only 7% of 15- to 34-year-olds who use streaming audio—choose over-the-air broadcasts of AM/FM radio stations as their preferred source of audio.
–Perceptions of terrestrial AM/FM station streams are out-of-sync with the interests of streaming audio consumers. Consumers mostly think of AM/FM station streams for personalities and local news and traffic info, as opposed to attributes like fast buffering, few commercials, music variety and personalization that they value most highly.
