Tuesday, 16 March 2010 19:49
A new study shows that satellite radio customers frequently listen to satellite content at home, as well as at work and not just in the car. The Council for Research Excellence (CRE) found that subscribers listened to satellite radio 29.5% of the time at home, 23.1% of the time at work and 21.4% of the time in the car.
For the study, released late last year, CRE used financing from the Nielsen Company to observe audio listening habits of consumers in Atlanta, Chicago, Dallas, Philadelphia and Seattle. The study captured listening to broadcast radio, satellite radio, Internet radio, portable audio devices, CDs and cassettes and PC-stored audio.
Despite the dominance of OEM subscriptions, listening at home or at work could have been high in the study in part because "those who have satellite radio at home and work leave it on, and thus are [more] exposed to this source," said Nielsen's chief methodologist Dr. Michael W. Link.
He continued, "In a car we're more focused on the fact that we're listening to this source. In the home or at work, our attention likely goes in and out over the course of the day. So if you were to compare these observational results to self-reported data, folks might self-report that they listen more in the car than at work or home, when in reality they may simply have had greater focus on satellite radio in the car."