Bridge Ratings, one of the few companies that actively and regularly studies listening patterns to Internet radio in the US, has released a new study that examines the effect that lifestyles have on listening patterns. Using Nielsen’s PRIZM groupings which categorize U.S. consumers into distinct lifestyle groups, the new Bridge Ratings data looks at each lifestyle’s proclivity to use broadcast radio, Internet radio, MP3 Players, Satellite Radio, Podcasting, Smartphones and Social Networks.
Three groups of consumers are more inclined to listen to Internet radio than broadcast radio. Not surprisingly, they’re younger groups of people who have higher incomes, more education, and tend to live in or near urban areas.
- Bohemian Mix: A collection of young, mobile urbanites, Bohemian Mix represents the nation’s most liberal lifestyles. Its residents are a progressive mix of young singles and couples, students and professionals, Hispanics, Asians, African-Americans and whites.
- Young Influentials: Once known as the home of the nation’s yuppies, Young Influentials reflects the fading glow of acquisitive yuppiedom. Today, the segment is a common address for young, middle-class singles and couples who are more preoccupied with balancing work and leisure pursuits.
- Young Digerati: Young Digerati are the nation’s tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe. Affluent, highly educated and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars-from juice to coffee to microbrew.
According to Dave Van Dyke, CEO of Bridge Ratings, “Internet radio’s broad national acceptance is fueled by the lifestyles clusters where it excels. However, across all current defined lifestyle clusters, Internet radio over-indexes in 20 clusters.”
This is an insightful study that provides Internet radio with forceful data for encouraging advertisers to invest. Sellers should target advertisers who clearly define their consumers to include these groups.