Scarborough Research reveals that train riders and major urban walkers are especially likely to either own or plan to purchase an mp3 player. These commuters make up more than one-fifth of all consumers in Scarborough’s 75 markets. (And you have to believe that as gas prices stay above $3/gallon, more Americans will join this group.) Of course, many of these rail/subway riders are more likely to fall into the 18-34 group as well.
As you may recall, focus groups we conducted for Arbitron last year revealed that some 18-34 respondents perceive that radio isn’t portable. While they can take iPods anywhere, several indicated that radio is tethered to the car or the nightstand. While we were initially surprised to hear these statements, it sure is true that you just don’t see Walkman’s anymore. Try to find one in a Best Buy or other consumer electronic store. If they even stock them, they’re buried in small racks at the back of stores. Carrying around an iPod is a fashion statement. Toting a Walkman (or a boom box!) says something entirely different about who you are.
But the big frontier is cell phones, an arena where radio must have presence if it is to regain its portability. Internet streaming will help get us there, yet another key reason why every terrestrial station needs presence on the World Wide Web.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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The big frontier IS cell phones, but not for just internet streaming. Some cell phones are made w/FM receivers. Some for as little as $99 (Nokia 6800 – cellular phone with FM radio is a good fit for compulsive text writers, e-mailers, and wireless Web surfers, according to CNET)
Perhaps, we in radio should do a better job of teaming with cellular clients, etc., and promoting how “portable” radio really is.
Tommy Griffiths
Tommy and Rumble
WNOR