Tag Archives: dave van dyke
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.
Have you made your plans to attend this year’s RAIN Summit West in Las Vegas on Monday April 12th? It’s a great day full of Internet radio shop talk that you won’t want to miss.
Plus, readers of my blog can now register at a 30% discount!
In the past few weeks, RAIN has announced an excellent agenda that includes pioneers in the industry as well as upstarts and new thinkers. NPR’s Digital Chief Kinsey Wilson will deliver a keynote and Chicago radio legend turned podcaster Steve Dahl will join a panel discussion on digital audio distribution channels for broadcasters to explore.
The list of speakers is a who’s who list of forward thinking broadcasters and webcasters. Two noted research gurus – David Van Dyke of Bridge Ratings and Jeff Vidler of Vision Critical – will deliver valuable research on Internet radio’s growing audience. I saw some of Vidler’s stuff at RAIN Summit North in Toronto a couple of weeks ago, and it’s useful and insightful stuff.
As if all of that isn’t enough, attendees receive lunch as well as the end of the day cocktail party as part of their registration. When you register, use the discount code Audio4cast to save 30% off the broadcaster/webcaster rate.
Years ago, I attended one of the first RAIN events and met a few people…and soon I was hooked on Internet radio! I look forward to attending and reconnecting every year with my friends in the business and meeting new folks. It’s still a small biz, and it’s easy to network and learn. So join us. See you there!
Bridge Ratings has released a new study on Internet radio listeners that provides some insight into the differences between listeners to AM/FM stations’ streams and pure-play, or Internet-only stations. Over 60 million Americans are listening to Internet radio weekly, with 84% spending at least five minutes listening to AM/FM streams and 62% to Internet based stations. AM/FM streams see a higher tsl as well, averaging about 2.5 hours per day versus 1.4 hours per day for Internet only stations.
But expect that to change. According to this report, AM/FM streams are at risk of losing audience because of their approach to streaming, which is generally simply a redistribution of their over the air content. Internet radio listeners think Internet only stations are more adventurous and provide more options for music discovery. Dave Van Dyke, President of Bridge Ratings, recommends that AM/FM stations develop alternative channels for their streams to offset future audience attrition.
When it comes to who is listening on mobile devices, Internet only listeners listen 18% of the time while AM/FM listeners spend only 8%. This of course, is a factor in the lower time spent listening number that Internet only stations have, as mobile listening sessions are going to be shorter than in-office or other more static listening.
There are some good takeaways in this research for AM/FM online stations that wish to optimize their audience growth. Broadcasters must stop viewing their streaming platform as a replay of their AM/FM programming and create new, exciting, alternative programming for their listeners. As I said in my list of ways to build a better digital presence, station managers must shift their thinking away from the idea that the on-air product is the most important element of their business, and recognize that the content is what matters.