All the talk this week about radio’s place in the “connected car,” along with the release of Mark Ramsey’s study, reminded me of something:
We actually asked a question about car options and features last winter in Techsurvey8 – and again in our new study that’s just out of the field, Techsurvey9.
The question was asked of only those who indicated they were in the market for a new vehicle – purchased or leased – in the upcoming year (nearly 9% of the total sample). We gave them a laundry list of possible features for their next car or truck, and each was rated as “very important” in the decision-making process.
So below is data that echoes the thoughts of many of the carmakers, engineers, and designers we’ve heard from and/or have read about in various publications. Broadcast radio is still deemed to be an essential part of the “digital dashboard” – or any dashboard – and while everyone admits that change is in the air and that more options are around the corner, AM/FM is in good stead.
And for good reason, because when you ask consumers, they agree. Now you may be thinking that our surveys are primarily made up of respondents who come from the world of radio – members of databases and regular listeners. But I will also tell you that they are very involved with a myriad of digital activities and platforms. More than half own smartphones, and about a fifth listen to Pandora weekly. Audio and video streaming are very much a part of their media lives.
And to put a point on it, I did something we’ve never done – dug into our new study – Techsurvey9 – to show you the trended data even weeks before it will be presented. This year (like in TS8), about 10% plan on purchasing or leasing new wheels. (By the way, the entire study will be presented at the Worldwide Radio Summit in L.A. in early May.)
In 2012, we had more than 57,000 respondents; this year, we’re up to more than 78,000. And the consistency from study to study speaks volumes about consumer tastes.
And by the way, any way you slice it by age and generation, AM/FM radio is in demand. Among Gen Y and Gen Z respondents in the market for a car, the importance of broadcast radio is in that 80% zone.
This issue is important – to radio and to the automakers. And we felt that it was important to share this data with these two very important groups that have always been “connected.”
The data speaks for itself.
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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