A new study reveals the average U.S. family owns 12 tech devices, that includes three TVs, two computers, and 7 other gadgets (mp3 players, cell phones, etc.).
As the chart below shows, radio is clearly in the hunt. Interestingly, respondents are more open to advertising on TV, radio, magazines, and newspapers - and less excited about seeing commercial messages on Mp3 players and cell phones. As the study's authors point out, the more personal the medium, the less apt consumers are to be receptive to ads.
The study speaks to how families use technology and react to one another - something that I'm sure we all experience whenever our kids whip out their cell phones at dinner or family members are checking their emails countless times a day. (Guilty as charged.)
But the study also raises questions about "passive media" versus technology that consumers can control. What kind of role will radio play in a very hot, crowded media environment where people are using more than one device at a time? And perhaps we should thank our lucky stars that passive measurement is on the horizon. In this sea of media choice, we can no longer be so sure that consumers will automatically recall they were indeed listening to at least an hour a day of radio.