More people use radio each week than any other medium. According to Nielsen, 93% of adults will turn on a Portland radio station this week. This percentage has remained the same since 2001...before their were iPads, iPods, iPhones, Facebook, YouTube, Pandora, Spotify, and Sirius/XM, Hulu, Roku, Netflix, Fire Sticks, Kindles, Nooks, Fitbits, Apple Watches, and countless other devices and distractions.
What has changed, however, is not the number of people who listen to radio, but how they listen to radio. For Maine small business owners who depend on Portland radio to market their product and services, it is important their advertising plan reaches all of these listeners despite how they choose to listen to radio.
Last week, Edison Research and Triton Digital, released Infinite Dial 2016, their annual report on consumer adaptation of digital media. The study reveals that 57% of consumers now listen to radio each month online, a number that continues to expand. Furthermore, according to the study, a whopping 88% of monthly online radio listeners actually listen every week..
Although online radio listening is dominant among younger consumers, the Infinite Dial 2016 study shows growth is occurring among uses of all ages.
The growth of online radio listening directly correlates to the proliferation of smart phones. These devices put everybody's favorite radio station in the palm of their hand.
Of course, access to the internet provides scads of options that compete with traditional radio. This includes Spotify, Pandora, and Apple Music. But despite this onslaught of competitive audio, traditional AM/FM radio still has the dominant "share of ear" among all audio media.
In another study by Edison, AM/FM radio commanded 52% of all the time consumers spent using audio. This is 472% more time than is spent listening to internet-only stations such as Pandora.
Maine small business owners need to take note. If their advertising on Portland Radio is contained only in a station's over-the-air signal, then a whole lot ears are being missed. And those ears belong to lots of potential customers. Current and prospective radio advertisers need to be certain that their commercials are being included in the station's online stream.
Just in case you are among the rapidly shrinking number of people who have never streamed, you can click on one of the links below and see what you have missing:
- Listen to WPOR Online (Country)
- Listen to WGAN Online (News/Talk)
- Listen to WCLZ Online (Adult Alternative)
- Listen to Coast 93.1 Online (Adult Contemporary)
- Listen to Rewind 100.9 Online (Classic Hits)
Free Download For Maine Small Business Owners