In 2014, exactly what is “the Information Superhighway?”
According to a new Newswire release, Nielsen tells us that it’s (drum roll…..) THE CAR.
A nearly 6,000 person sample of consumers who are into connected life technology is the basis for Nielsen’s conclusion that “the modern car offers some form of connectivity for everyone.”
Their study notes that 60% of “auto intenders” indicate that a connected car will help them experience emerging technologies, while 58% say it will provide entertainment to passengers in cars.
As the Nielsen report points out, “It comes down to what’s cool.” And that’s an interesting statement in light of the ongoing claim that radio needs to recapture its cool factor. It sounds like the road to relevance for radio as people move from Point A to Point B will be its long-time partner, the car…that is, a connected one.
This study also shows connected car owners frequently stream audio, go online, and download media not just once in a while, but with great regularity. When it comes to streaming audio, for example, nearly three-fourths (72%) access it regularly or every time they are in the vehicle. That’s a lot of consumption while consumers drive, and radio needs to continue to play a starring role in how they entertain and inform themselves while behind the wheel.
We applaud the timing of this Nielsen research because it’s a gateway to next week’s two-day DASH conference – an agenda filled with panels, presentations, and action steps designed to improve radio’s position in connected cars. From Ford to GM, from Pandora to Slacker, from Zipcar to Zagster, from CBS Radio to Cox, from the RAB to the CEA, they’ll all be there – sharing knowledge, networking, and participating in the future of the connected car.
And there’s still room for you in the driver’s seat at DASH.
Thanks, Nielsen, and see you in Detroit. Register here.
P.S. And for a thoughtful “prequel” to DASH, check out Doc Searls Weblog post, “How Radio Can Defend The Dashboard” here.
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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Fred
I just attended the Orange County Auto Show this past weekend, and the connected dashboard had a very big presence for many of the car manufacturers. This Nielson information, along with Edison’s Share of Ear statistics are definitely showing that mobile and on-demand are critical for media of all kinds. I look forward to seeing a recap of the DASH conference. Wish I could be there!
Thanks, Pamela. Everyone we speak to on the automotive side tells us that connectivity has become a major impetus for why consumers are visiting dealerships. The impact on radio is clear, and research like this Nielsen data reinforces its importance to the industry. Thanks for chiming in…and we’ll miss you at DASH.
Kinda late with this comment, but I wonder if the real takeaway from the focus on car connectivity is radio’s need to address content more than technology. Radio is already on the dash and the connectivity speaks to demand for “non radio” content.
My college radio station just started up an online station directed specifically at students and in its first incarnation (nice unintended pun I guess) generated more interest/volunteers than anyone can remember going back to the 1960s – and the FM it dwarfed is a commercial class A. There is even some talk of trying to lure some of the dotcom people over to the FM which is difficult to staff.
I don’t know whether its the medium or the message or both. Would an FM solely devoted to students doing the same programming as the online station generate as much interest? I don’t know – probably not. But the consumer demand and auto industry response to car connectivity should b a warning to radio – either significantly up its cool factor now, figure out a way to go online profitably (take on/deal with/negotiate with the music industry on royalties) or both.
OR…assume that five years from now, half of the 30 and under listening you have now will be somewhere else. And the next year it will be half of everyone under 31…and so on.
Just sayin…
Bob, the content piece is critical – one of the reasons why Valerie Geller will be a DASH headliner, speaking specifically to “Creating Powerful Radio…for the CAR.” Leveraging that relationship between someone behind the wheel and the radio personality in the most intimate listening environment of all is where we’re headed.
I would also not take for granted that “radio is already on the dash.” Broadcast radio has some real estate in every “center stack,” but it’s not necessarily as prime as it used to be.
The other concern has to do with the training process which we addressed earlier in the week. As we know, consumers tend to get their “presets” selected at that moment when they take delivery of their vehicle. The presence of radio at that key moment could tell an important story of how that person will use radio moving forward.
I wonder if people who stream as their main source of audio also “set it and forget it” the way most people do on their car radios. That might be a good question for your next Tech Survey.
I believe that’s probably true, Bob, and a good question for TS11. Thanks.