Jacobs-2018年广播数字媒体研究报告（英文）-2018-45页-1mb

TECHSURVEY 2018 Summary

Core Content

The TECHSURVEY 2018 report by Jacobs Media explores how radio is adapting to the digital revolution. It highlights the evolving media consumption habits of listeners in the U.S. and Canada, focusing on the role of technology in shaping how people access and engage with radio content.

Methodology

• Survey Sample: 64,289 responses from 567 radio stations in the U.S. and Canada.
• Data Collection: Responses were gathered through online surveys, station websites, and social media.
• Weighting: Data was weighted using Nielsen 2017 market populations.
• Limitations: The survey is not representative of all radio listeners or the entire population, and it is not stratified.

Demographics

• Age Distribution: Not explicitly detailed, but the report includes visual representations.
• Gender Distribution: Also visualized, indicating a mix of male and female respondents.

Generations

The survey categorizes listeners by generation:

• Gen Z: Born after 1996
• Millennials: Born between 1981-1996
• Gen X: Born between 1965-1980
• Baby Boomers: Born between 1946-1964
• Silent Generation: Born before 1946

Format Composition

• Smartwatch: 11%
• HD Radio: 13%
• SmartSpeakers: 21%
• Podcasts: 23%
• Connected Car: 24%
• Satellite Radio: 25%
• MP3 Player: 35%
• Video Games: 44%
• Smart TV: 51%
• Streaming Audio: 61%
• Connect Phone to Car: 65%
• Radio/Music Apps: 66%
• Streaming Video: 69%
• Tablet: 70%
• Social Media: 86%
• Smartphone: 90%
• AM/FM Radio: 92%
• TV/Video: 95%

Brand Pyramid 2018

• Top Brands:
  • AM/FM Radio: 92%
  • Facebook: 74%
  • YouTube: 50%
  • Netflix: 52%
  • Hulu: 19%
  • Pandora: 25%
  • Spotify: 13%
  • SiriusXM: 25%
  • iHeartRadio: 18%
  • Snapchat: 17%
  • Instagram: 30%
  • Pinterest: 21%
  • Twitter: 22%
  • LinkedIn: 18%
  • Tuneln: 6%

Key Insights

Why AM/FM Radio?

• Primary Reasons:
  • Music & Personalities
  • Ease of Use in Cars
  • Free Access
  • Emotional Benefits

Local Orientation

• Local Feel: Radio's local orientation is cited as one of its primary advantages.
• In-Car Listening: Nearly half of home station listening occurs in-car, with traditional radio still holding a strong lead in in-car media use (62% on an average weekday).
• Traditional vs. Digital: The gap between traditional and digital radio is narrowing, with 70% of traditional radio listeners and 27% of digital listeners in 2018.

Podcasts

• Podcast Growth: Led by Millennials, weekly podcast listening continues to grow.
• Podcast Usage:
  • 70% of listeners use smartphones for podcasts.
  • Music podcasts and radio shows that previously aired are the most regularly listened to categories.
• Reasons for Not Listening: Top reasons include lack of time, no interest, and not knowing about podcasts.

Smart Speakers

• Smart Speaker Ownership: Has nearly doubled in the past year.
• Amazon Alexa Dominance: Dominates the smart speaker market.
• Multiple Devices: 44% of smart speaker owners have two or more voice-controlled devices.
• Alexa Skills: 40% of Alexa owners have not downloaded at least one Alexa Skill.

Streaming Audio

• Streaming Audio Usage:
  • 43% listen daily.
  • 66% use streaming audio weekly or more.
• Platform Preferences:
  • Home Station Stream is the most popular (44%).
  • Pandora, YouTube, Spotify, iHeartRadio follow with lower percentages.

Streaming Video

• Streaming Video Usage:
  • 39% watch daily.
  • 69% use streaming video weekly or more.

Mobile Phone Addiction

• Addiction to Mobile Phones:
  • 30% of respondents admit to being addicted.
  • Females, Gen Z, and Millennials are the most likely to admit this.

Morning Wake-Up Methods

• Mobile Devices: Increasing popularity for waking up, especially with ring tones.

Radio/Music Apps

• App Downloads:
  • 66% of smartphone/tablet owners have downloaded a radio/music app.
  • Pandora is the most downloaded app.
• Top Apps (among those who downloaded):
  • Pandora
  • iHeartRadio
  • Spotify
  • YouTube
  • SiriusXM
  • Apple Music
  • Amazon Music
  • Google Play Music
  • Audible
  • SoundCloud
  • Pandora

Social Media Engagement

• Increasing Engagement: Stations that interact socially with listeners see higher engagement, especially from younger generations.
• Social Media Platforms:
  • Instagram and Snapchat show the biggest gains in the past year.

Conclusion

The TECHSURVEY 2018 highlights the continued relevance of AM/FM radio, especially in in-car listening, and the growing integration of radio with digital platforms. Smart speakers and streaming services are reshaping how people access radio content, with young audiences leading the way in digital adoption and podcast consumption. Social media is playing an increasing role in audience engagement, and traditional radio is adapting to maintain its cultural and emotional appeal.