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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 l.jpg

edison media research

Internet Study II“Radio & E-commerce”


Edison arbitron s industry research l.jpg
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 l.jpg
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 l.jpg
The Internet


More than half of all households have a computer in use l.jpg
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


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Household computer penetration varies widely by format

Page 1

% of households with computers

Base: Total Sample


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Household computer penetration varies widely by format

Page 2

% of households with computers

Base: Total Sample


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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


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

“When did you get Internet access at home?”

Base: Online at home


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

“Likely” to go online in next 12 months

Have Internet access now


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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 l.jpg
Where do you access the Internet the most?

Other

Home

School/College

Public Library

Work

Base: Access Internet at any location



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Men are more likely than women to use the Internet

Currently access the Internet at any location

Base: Total Sample


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Young people are nearly universally online

Currently access the Internet at any location

Base: Total Sample


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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


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Internet access by Format:

Page 1

% of P1s online at any location


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Internet access by Format:

Page 2

% of P1s online at any location


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Nights are “prime-time” for Internet Usage

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

Base: Online


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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



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Those online spend less time with radio time...

Time spent listening to radio

Hours/Minutes per week

20:30

19:00

Online Diarykeepers

Diarykeepers not Online

Telephone Survey/Arbitron Diaries


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Internet Radio time...

Listening


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

Have listened to Internet radio

1998

1999

Base: Online


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13% of all Americans have listened to Internet Radio Internet radio

Listened to Internet Radio

Have not listened to Internet Radio

Base: Total Sample


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

Base: Total Sample


E commerce l.jpg

e-commerce through the Internet?


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

Median: $480

$101-250

$251-500

$51-100

$501-1000

<$50

Base: Total Sample

$1000+


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

Median: $175

<$100

$101-250

$251-500

$1000+

$501-1000

Base: Purchased Holiday gifts through the Internet this year


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Do you use the Internet for.... through the Internet?

Shopping

Researching products/services

Base: Online


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How safe is shopping over the Internet? through the Internet?

Somewhat unsafe

Somewhat safe

Not safe at all

Don’t know

Completely safe

Base: Online


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Do you use the Internet for shopping? through the Internet?

Total Online

Those who say online shopping

is completely safe


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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


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Using the satisfied w/Internet shopping

Internet

to Generate

Revenues


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Radio satisfied w/Internet shoppingStationWeb Sites


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

1998

1999

Yes

Yes

No

No

Base: Online


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Ever visited a radio station Web site? air?

1998

1999

Have Visited

Have Visited

Haven’t

Haven’t

Base: Online


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Radio stations are not delivering air?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 l.jpg
Radio must get more consumers to bookmark their Web sites air?

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 l.jpg
Interest in visiting a radio station Web site for... air?

Information on community events

Concert information

Titles/artists of songs

Listen to the station

See advertiser’s products

Base: Online

Page 1


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

Enter contests

Schedule of programming

Coupons from advertisers

Vote on songs

Buy products/services

Base: Online

Page 2


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

Links to advertisers’ Web sites

Contact DJs

Chat rooms about music

Information/pix. of DJs

Buy station clothing

Base: Online

Page 3


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Four Negatives against Radio Advertising air?

  • Not a Visual Medium

  • No opportunity for Couponing

  • Cannot give a lot of product/service detail

  • Measurement of results is difficult


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Consumer use of coupons: air?

Use as often as possible

Almost never use

Use sometimes

Base: Total Sample


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“Coupon Clippers” air?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 l.jpg
Interest in visiting a Web site that lists information on local shopping

Very

Somewhat

Not at all

Base: Online


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Listeners local shoppingwill 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 l.jpg

Radio’s local shopping

Credibility Gap


Radio must increase its credibility in order to fully realize its e commerce potential l.jpg
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


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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 l.jpg

Music realize its e-commerce potential

Radio’s e-commerce

Opportunity


How often do you shop over the internet for l.jpg
How often do you shop over the Internet for... realize its e-commerce potential

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 l.jpg
Through a realize its e-commerce potentialradio station Web site, how interested would you be in shopping for...

65

51

46

46

48

40

37

37

Base: Online


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Arbitron’s Next Steps realize its e-commerce potential

  • 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



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Recommendations for the Radio Industry Internet

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


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Recommendations for the Radio Industry Internet

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


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Recommendations for the Radio Industry Internet

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


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Recommendations for the Radio Industry Internet

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


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Recommendations for the Radio Industry Internet

5.Invest in a new Internet organization:

-Internet Program Director

-Internet Sales Manager

-Internet Marketing Director


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Recommendations for the Radio Industry Internet

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


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Recommendations for the Radio Industry Internet

7.Use audio in your online marketing