This morning’s post is a collaborative effort from Fred Jacobs and Ralph Cipolla. Fred is clearly living in the here and now. Ralph, however, is prepared to go where no researcher has gone before – the year 2021.
Yesterday, we took a first look at Techsurvey 7. One of the most effective tools for looking at multiple data points in our surveys is the Media Usage Pyramid. This is where we aggregate many questions about gadget ownership, media consumptions, and behavior in one large, all-encompassing graphic. Below is the pyramid for TS7. Down the right-hand column, you’ll see percentage change from year to year, where applicable.
So, at the very bottom – the things they do or own the most – you can see that 97% of our sample (20,000+ strong) own a cell phone. More than 9 in 10 listen to the radio and/or use the Internet an hour a day or more.
Moving up the pyramid, note that more than three-fourths are now on Facebook. And a bit higher, we’re now seeing smartphone ownership near the majority tipping point – a whopping +56% from last year’s survey. Between the holidays last December and Verizon’s ability to carry iPhone, mobile continues to skyrocket.
Some other highlights – and new entries – include subscriptions to services like Groupon (an amazing 42%), as well as those who have clicked “like” on one of our participating station’s Facebook pages. Note also that while satellite radio continues to flat-line in our surveys, HD Radio inches upward, while tablets (mostly iPad) had a nice debut at 7% (the lowest number it will ever be).
And then there’s Pandora, where more than one-fifth (22%) of our respondents listen weekly. We have talked about this pure-play competitor in our blog many times in the past two years – and this is a big reason why. If radio ignores Pandora or concludes that it’s “not radio,” it does so at its own peril.
But what about the future? Where will we be in two years, in five years, in a decade? Well, Ralph Cipolla, has his Vulcan ears on, and has perhaps done a mind-meld with one of your listeners from 2021, allowing him to put together this predictive pyramid of what our Tech Survey 17 Media Usage Pyramid will look like – ten years from today.
It’s nice to see that FM Radio will remain dominant (although the frontal-lobe implant microchip has yet to be invented). It appears that Pandora will still be a force to be reckoned with, along with Facebook.
And don’t forget to look higher on the pyramid for clues about how Twitter, couponing, and even satellite radio will fare a mere decade – or four tech lifetimes from now. We would love to hear your predictions, too, so feel free to comment away.
Thanks again to our 70+ stakeholder stations, along with the 20,000+ respondents, and all of you who took the time to see the results in our webinars. Also, thanks to Tim Davis for his infographic design work on TS7. You can check out our cool Techsurvey 7 infographic created by Tim by clicking here. And thanks to AllAccess for their partnership.
For a free copy of the study's Key Points, contact
We will be back next year with Techsurvey 8, and we can’t wait.