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edison media research Internet Study II “Radio & E-commerce” Edison & Arbitron’s Industry Research 1996 - Newspaper Advertisers 1997 - At-Work Listening 1998 - Internet I - “Radio in a New Media World” 1999 - Internet II - “Radio & E-commerce” How the Survey Was Conducted:

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Internet Study II “Radio & E-commerce”

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edison media research

Internet Study II“Radio & E-commerce”


Edison & Arbitron’s Industry Research

  • 1996 - Newspaper Advertisers

  • 1997 - At-Work Listening

  • 1998 - Internet I

    - “Radio in a New Media World”

  • 1999 - Internet II

    - “Radio & E-commerce”


How the Survey Was Conducted:

  • 1350 telephone interviews (January 1999) with Fall 1998 diarykeepers

  • Random national sample of diarykeepers 12+

  • Listening measures from diary

  • Data tracked from August 1998


The Internet


More than half of all households have a computer in use

1999

1998

Have a computer at home

Have a computer at home

Do not have a computer at home

Do not have a

computer at home

Base: Total Sample


Household computer penetration varies widely by format

Page 1

% of households with computers

Base: Total Sample


Household computer penetration varies widely by format

Page 2

% of households with computers

Base: Total Sample


More than one-third of all households have Internet access

Have Internet access at home

Have computer,

no Internet access

Do not have a computer at home


Household Internet access is growing rapidly (35% started last year)

“When did you get Internet access at home?”

Base: Online at home


More people plan to go online at home in the next year

“Likely” to go online in next 12 months

Have Internet access now


Half of all Americans are currently online

“Do you currently access the Internet at...”

Base: Total Sample


Where do you access the Internet the most?

Other

Home

School/College

Public Library

Work

Base: Access Internet at any location


Internet access is growing among all ethnic groups

Base: Total Sample


Men are more likely than women to use the Internet

Currently access the Internet at any location

Base: Total Sample


Young people are nearly universally online

Currently access the Internet at any location

Base: Total Sample


People who are online use it a lot

“How frequently do you go online at home?”

Several times a day

Less than once a week

Once per day

Once per week

Median usage of

4.0 hours/week

Several times per week

Base: Online at home


Internet access by Format:

Page 1

% of P1s online at any location


Internet access by Format:

Page 2

% of P1s online at any location


Nights are “prime-time” for Internet Usage

“How often do you use the Internet during each time period?”

Base: Online


Nights are “prime-time” for Internet Usage

“In what time period do you go online the most?”

Midday/10A-3P

Afternoons/3-7P

Mornings/6-10A

Don’t Know

Night/7P-12A

Base: Online

Overnight/12-6A


Because of the time you spend online, are you spending less time...

Base: Online


Those online spend less time with radio

Time spent listening to radio

Hours/Minutes per week

20:30

19:00

Online Diarykeepers

Diarykeepers not Online

Telephone Survey/Arbitron Diaries


Internet Radio

Listening


More than one quarter of those online have listened to Internet radio

Have listened to Internet radio

1998

1999

Base: Online


13% of all Americans have listened to Internet Radio

Listened to Internet Radio

Have not listened to Internet Radio

Base: Total Sample


During this past Holiday season, did you purchase any gifts through the Internet?

Base: Total Sample


e-commerce


How much money did you spend on Holiday shopping this year?

Median: $480

$101-250

$251-500

$51-100

$501-1000

<$50

Base: Total Sample

$1000+


How much did you spend on Holiday shopping over the Internet this year?

Median: $175

<$100

$101-250

$251-500

$1000+

$501-1000

Base: Purchased Holiday gifts through the Internet this year


Do you use the Internet for....

Shopping

Researching products/services

Base: Online


How safe is shopping over the Internet?

Somewhat unsafe

Somewhat safe

Not safe at all

Don’t know

Completely safe

Base: Online


Do you use the Internet for shopping?

Total Online

Those who say online shopping

is completely safe


Compared to traditional shopping, are you more or less satisfied w/Internet shopping?

Less

Equally

Don’t Know

More

Base: Have shopped over the Internet


Using the

Internet

to Generate

Revenues


RadioStationWeb Sites


Ever heard a radio station talking about its Web site on the air?

1998

1999

Yes

Yes

No

No

Base: Online


Ever visited a radio station Web site?

1998

1999

Have Visited

Have Visited

Haven’t

Haven’t

Base: Online


Radio stations are not delivering regular usage of their Web sites

Ever visited the Web site

of any radio station?

Visited any radio station

Web site in the last month?

Yes

Yes

No

No

Base: Online


Radio must get more consumers to bookmark their Web sites

Ever bookmarked any

Internet Web site?

Have any radio station

Web site bookmarked?

Yes

Yes

No

No

Base: Online


Interest in visiting a radio station Web site for...

Information on community events

Concert information

Titles/artists of songs

Listen to the station

See advertiser’s products

Base: Online

Page 1


Interest in visiting a radio station Web site for...

Enter contests

Schedule of programming

Coupons from advertisers

Vote on songs

Buy products/services

Base: Online

Page 2


Interest in visiting a radio station Web site for...

Links to advertisers’ Web sites

Contact DJs

Chat rooms about music

Information/pix. of DJs

Buy station clothing

Base: Online

Page 3


Four Negatives against Radio Advertising

  • Not a Visual Medium

  • No opportunity for Couponing

  • Cannot give a lot of product/service detail

  • Measurement of results is difficult


Consumer use of coupons:

Use as often as possible

Almost never use

Use sometimes

Base: Total Sample


“Coupon Clippers” will go to your Web site

“How interested are you in visiting a radio station

Web site to print out coupons from advertisers?”

Very

Not at all

Somewhat

Base: Use coupons as often as possible


Interest in visiting a Web site that lists information on local shopping

Very

Somewhat

Not at all

Base: Online


Listeners will go to your Web site for detailed information

“How likely would you be to go to a radio station’s

Web site for more info on a product you heard advertised?”

Very

Somewhat

Not at all

Base: Online


Radio’s

Credibility Gap


Radio must increase its credibility in order to fully realize its e-commerce potential

“Would you be MORE or LESS likely to click

on advertising from radio station Web sites”

More

Less

Don’t Know

Equally

Base: Online


Radio must increase its credibility in order to fully realize its e-commerce potential

“Would you feel MORE or LESS safe making

a purchase from a radio station Web site?”

More

Less

Don’t Know

Equally

Base: Online


Music

Radio’s e-commerce

Opportunity


How often do you shop over the Internet for...

52

60

59

54

53

28

29

Base: Have shopped over the Internet


Through a radio station Web site, how interested would you be in shopping for...

65

51

46

46

48

40

37

37

Base: Online


Arbitron’s Next Steps

  • Introduction of InfoStream measurement plan

  • Expand streaming industry measurement coalition

  • Test addition of Internet and Satellite Radio to the diary

  • Enhance Internet measures in Scarborough qualitative service

  • 1999: Pathfinder New Media Study


$even ways for radio stations to make money from the Internet


Recommendations for the Radio Industry

1.Make your Web site a compelling place to visit every day


Recommendations for the Radio Industry

2.“Program” your Web site according to listener needs


Recommendations for the Radio Industry

3.Use your marketing power to drive awareness, cume and time spent on your Web site


Recommendations for the Radio Industry

4.Explore different radio e-commerce models and put people specifically in charge of e-commerce


Recommendations for the Radio Industry

5.Invest in a new Internet organization:

-Internet Program Director

-Internet Sales Manager

-Internet Marketing Director


Recommendations for the Radio Industry

6.Develop an e-commerce model to sell music through your Web site


Recommendations for the Radio Industry

7.Use audio in your online marketing


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