A look at new media usage, technology adoption by public radio listeners

Jacobs Media, in partnership with iMA, PRPD, and NPR will launch its second Public Radio Tech Survey in late July, the follow-up to the first national survey of Public Radio listeners' technology and media habits. Similar to the inaugural study, PRTS2 will document the level of new media usage and technology adoption by Public Radio listeners both nationwide and market-by-market, and will be analyzed by age, format, and other demographic dimensions. This new survey will track these same elements in order to trend year-to-year changes, as well as the inclusion of new elements with the goal of keeping pace with changing technologies and media usage habits.

In the '08 survey, 70 Public Radio stations from around the country produced more than 30,000 interviews, creating the largest research study in Public Radio history. By gathering information from listeners representing a large, diverse group of stations, PRTS2 will provide much-needed information to help managers understand how the audience has changed, and the impact of technology and new media. Participation in the survey is open to all Public Radio stations.

Jacobs Media President Fred Jacobs tells RBR/TVBR: "This year's survey will provide public radio stations with their first look at how their audience's use of technology is trending.  Additionally, new platforms like Twitter and the impact of iPhone applications will be explored.  Given how fast-moving technology is adopting, this study will build on the initial effort to help public radio stations set priorities for investment in order to engage their audience effectively."

Arthur Cohen, President of PRPD remarks, "Some of the greatest potential of this project will begin to unfold in this second year -- the ability to watch how our listeners' behaviors are changing. As we struggle with how best to serve audiences, both those we have traditionally reached and the large number not yet reached by Public Radio, understanding how they use technology is the crucial underpinning of our planning."

The survey will be fielded July 27 and will be open for three weeks. It will probe the technology impact and user opinions in the following areas:

Key findings from the Public Radio Technology Survey 2008:

1. Public Radio listeners are very committed to....Public Radio.

2. Public Radio fans are certainly habitual radio listeners, but listening to streaming radio on a computer is changing listening habits.

3. The growing importance of listening to streaming radio is a key finding, because it shapes the way that Public Radio listeners consume entertainment and information.

4. Yet, television takes more of a backseat as a daily medium for entertainment and information.

5. Internet use is somewhat generational, but hi-speed access is nearly ubiquitous.

6. Public Radio listeners are tuned into the news, as three-fourths (75%) say they read a daily newspaper - print or online.

7. Satellite radio plays a role in the overall media usage spectrum, but is far from a mass appeal outlet. Only one in ten (12%) currently subscribes to Sirius XM.

8. HD Radio is still in the embryonic stage.

9. Cell phones are becoming ubiquitous and are gateways to texting and other multi-media activities.

10. The iPod is a game changer, and is owned by more than half of Public Radio listeners.

11. Podcasts are also impacting the Public Radio entertainment/information spectrum.

12. Streaming video has rapidly become a major source of entertainment and information.

13. Social networking sites haven't become everyday activities for most Public Radio listeners, but they are making an impact, particularly among 25-34 year-olds.

14. The Presidential election became a petri dish for gaining a better understanding of how Public Radio listeners gleaned information during this news cycle - and NPR news and programs emerged as the most dominant sources.

15. Public Radio listeners are music buyers.

16. Public Radio listeners do not profile as "early adopters."

17. The economy is wreaking havoc among Public Radio listeners, creating widespread worry and concern.

For more info, see www.publicradiotechsurvey.com

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