We are excited about the release of Techsurvey 7, our seventh annual media and technology web survey. With more than 70 Rock/Alternative/Classic Rock/Triple A stations participating – in the U.S. and now Canada - more than 20,000 core radio listeners have weighed in.
The free AllAccess webinar takes place today. Click here to register and participate.
This year, while gadgetry continues to be a big story – to no one’s surprise, smartphones are growing at a meteoric rate – TS7 is more about relationships. Now I don’t want to get all Dr. Phil on you here, but the fact is that understanding how consumers are connecting with one another, and how they are utilizing different platforms to access radio station content, is all part of getting our heads around the rapid change that is impacting us, personally and professionally.
Yes, it’s exciting to see that tablet sales have already hit the 7% mark (while about a quarter of everyone else says it is very or somewhat likely they will buy an iPad-like device during 2011), and while one in ten respondent drives a vehicle with a system like Ford’s SYNC, it’s the relationship part of the equation that is the real eye-opener for us.
Yes, these are database members, but more than a third say they’d like a strong relationship with the station that sent them this year’s survey. That means they don’t want to just passively listen. They want a seat at the table. They want to participate in station community and fundraising events. They want to “like” the station on a Facebook fan page.
In short, they want access and they want to participate. That signals incredible opportunity for radio moving forward – and that’s where our company is focused. Let’s play the right songs, let’s compete hard in PPM and in diaries, but let’s also understand that consumers are forging new connections that are leading to habit-forming usage with other media and entertainment outlets.
Radio’s strong personality, brands, and content can be rechanneled in many new directions and on different platforms. The purpose behind our Tech Surveys is to help create road maps for our stakeholder stations, allowing them to participate in these new avenues (where by the way, owners and operators, there are often additional avails).
Tomorrow, we’ll look at the top-line Media Usage Pyramid, and make some bold predictions about where we’ll be a decade from now.