Traditional Radio No. 1 Inside Vehicles
Traditional radio is consumersÛª primary form of entertainment in their cars, followed by satellite radio and smartphones,åÊTrends Tracker reports. Smartphone use is outpacing embedded systems, with better apps and the ability to customize. Still, embedded systems are starting to catch on because of Google and Apple systems, which mimic smartphone features. The connected car is expected to grow at an annualized rate of 32.7% through 2020, and use of satellite radio services like SiriusXM Holdings Inc. is expected to fall.
Û¢ 58.1% use traditional radio for entertainment in their cars, a 4.2 percentage-point rise quarter to quarter.
Û¢ Embedded systems are favored by those ages 45 to 60, smartphones are favored by those 18 to 29 years old, and satellite radio is preferred by those 45 and older.
Û¢ Respondents with higher household incomes are more likely to use satellite radio (29.6%).
According to AudienceSCAN, 74% of American consumers listen to local AM/FM stations on the radio. 51% are women. 22% of traditional radio listeners are aged 25 to 34. 31% are single and divorced. 15.5% have teenagers at home. 27% live in the city. 26% live in the country.
Reading is popular among radio listeners as well, with 44% saying they enjoy reading fiction in their spare time. They could be listening while reading: 24% took action after hearing a radio spot in the past month. And a radio commercial made 13% of listeners start an online search this year. 7% of local radio station listeners think the radio has the most up-to-date information that's important to them.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.