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Sign Off: Women's Radio Usage
In 2011 Alan Burns & Associates conducted a survey of women 15-54 who listen to AC and Top 40 analyzing their attitudes toward radio and new media, what strengths radio can maximize, how new media affects radio, and more. Here are some of the highlights.
30.6%
Respondents who were listening to radio more in the last year because they said "radio gets me."
85.6%
Respondents who had radios in their car.
Other media in the car:
CD . . . . 69.6%
iPod . . . . 34.1%
satellite radio . . . . 12.8%
TV . . . . 3%
HD Radio . . . . 2.7%
laptop . . . . 2.4%
92.2%
Respondents who own a cell phone.
79.2% laptop
55.3% iPod
12.8% satellite radio (car)
8.1% iPad
How Women Use Media
| . | Rarely/ Never | Monthly | Weekly | Daily | Daily TSL |
| Watch TV on TV | 4% | 2% | 9% | 85% | 4:30 |
| Listen to radio on radio | 3% | 3% | 15% | 80% | 2:00 |
| Check | 15% | 6% | 12% | 68% | 1:45 |
| LIsten to stored music files | 20% | 10% | 23% | 47% | 1:15 |
| Watch videos online | 18% | 20% | 31% | 31% | :45 |
| Non-Radio music streams | 40% | 20% | 19% | 20% | :30 |
| AM/FM online | 46% | 20% | 16% | 18% | :30 |
| Radio station website | 46% | 27% | 17% | 10% | :15 |
| Radio station Facebook page | 66% | 16% | 10% | 8% | :15 |
| AM/FM on phone | 77% | 8% | 8% | 7% | :15 |
| Radio (on radio, online, phone) | . | . | . | . | 2:45 |
Why Women Listen to Radio
A. Listen to escape or improve mood
B. Listen to hear my favorite songs
C. Listen to hear current today’s hits
D. Listen to hear songs from the past
E. Listen because some people are entertaining
F. Listen to find out what’s popular
G. Listen to find out what’s going on
H. Listen because i like the contests and games
I. Listen to hear fun and funny stuff in the a.m.
J. I listen often at home
K. I rarely hear a song that is new to me
L. I listen to radio often at work
M. Wish stations would stop playing contests
Media Familiarity
| Streaming Platform | Knows About | Uses |
| YouTube | 71% | 92.5% |
| Pandora | 50% | 77.6% |
| Rhapsody | 20.6% | 73.5% |
| AOL Music | 18.2% | 54.5% |
| HD Radio | 4.5% | 31.4% |
| Playlist.com | 10.7% | 28% |
| iHeartRadio | 8.9% | 25.7% |
Source: Alan Burns and Associates, "Here She Comes 2011: Insights into Women, Radio and New Media." Women 15-54, AC and Top 40 Listeners, N=2,020, June 17 - June 30, 2011.
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