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New Research from Coleman Insights and knowDigital Finds Strong Demand for NextRadio
|By Business Wire
|July 31, 2014 01:23 PM EDT
Smartphone owners are highly interested in NextRadio®, the
new app that allows consumers to listen to local radio stations using
the FM chips already installed in their phones, according to a new
national study released today by media research firm Coleman Insights®
and its knowDigital® division. These consumers have positive
initial impressions of the app, indicate that they are highly likely to
download and use it and believe it will cause them to listen to local FM
radio stations more than they currently do.
The study was supported by the National Association of Broadcasters
(NAB) and completed in cooperation with Emmis Communications (Nasdaq:
EMMS), which developed NextRadio and has spearheaded the radio
industry’s support for its rollout. It is based on 801 online interviews
with 18- to 49-year-old smartphone owners who viewed a 90-second video
explaining NextRadio’s capabilities and benefits. (The video is viewable
The sample employed quotas to ensure that it appropriately represents
the national population in terms of age, gender, ethnicity and geography
and so that interviewing was split roughly equally between smartphone
owners with unlimited data plans and those with metered or pre-paid
Among the study’s key findings are:
88% had a positive reaction to NextRadio, including 56% who described
their initial reaction as “very positive”
45% said they “definitely would” use NextRadio if it as installed on
their smartphones; another 43% said they “probably would” use the app
80% said they “probably would” or “definitely would” download
NextRadio if the app was not already installed on their smartphones
63% say they would listen to local FM radio more if they had NextRadio
73% of those with metered or pre-paid data plans acknowledge that such
plans limited their consumption of audio entertainment on their
Low battery and data plan usage were evaluated as the most positive of
92% “strongly agree” or “agree” with the statement, “The NextRadio app
is really cool”
“These findings line up nicely with the anecdotal evidence we’re seeing
since NextRadio was launched,” said Emmis Communications founder,
chairman and chief executive officer Jeff Smulyan. “People want free,
local FM radio on their smartphones and NextRadio gives them exactly
what they want.”
“The qualitative research we released earlier this month made it clear
that consumers liked NextRadio, but I must admit that how positive they
reacted in the quantitative research exceeded my expectations,”
commented Warren Kurtzman, president and chief operating officer of
Coleman Insights. “Results like these bode very well for NextRadio’s
potential to impact the consumption of local FM radio.”
A streaming video presentation and a written summary of the study’s
findings are available at www.ColemanInsights.com/NextRadio.
Furthermore, Coleman Insights and knowDigital will share additional
findings from the study in private briefings with the consortium of
radio broadcasters supporting NextRadio’s launch in the coming weeks and
About Coleman Insights
Coleman Insights, headquartered in Research Triangle Park, NC, with
offices in Philadelphia and Hamburg, Germany, is a firm that has helped
media properties build strong brands and develop great content since
1978. Its clients include hundreds of media properties in North America,
South America, Europe and Asia, including those owned by CBS
Corporation, Sony Corporation, Emmis Communications, The Walt Disney
Company, Lincoln Financial Media, Clear Channel Media + Entertainment,
EMI, Radio One, Warner Music Group, Cox Media Group, American Public
Media, Bell Media, Bonneville International Corporation, Vivendi SA,
Hubbard Radio, Grupo Radio Centro, Newcap Radio, Lagardère
International, Beasley Broadcast Group, Grupo Prisa, Mid-West Family
Broadcast Group, Salem Communications, The Mondadori Group, Connoisseur
Media, Corporación Radial del Perú, SBS Broadcasting, Townsquare Media
and Alpha Media. Additional information about Coleman Insights is
available at www.ColemanInsights.com.
knowDigital, based in Lafayette Hill, PA, provides brand research for
digital media. As a division of Research Triangle Park, NC-based Coleman
Insights, it has worked with dozens of traditional and digital media
companies investigating a wide array of issues including the digital
media habits of Country music fans, audio streaming strategies, the
viability of mobile television, strategies for developing local web
portals, music download packaging options and new media content
distribution platforms. More information about knowDigital is available
About National Association of Broadcasters
The National Association of Broadcasters is the premier advocacy
association for America's broadcasters. NAB advances radio and
television interests in legislative, regulatory and public affairs.
Through advocacy, education and innovation, NAB enables broadcasters to
best serve their communities, strengthen their businesses and seize new
opportunities in the digital age. Learn more at www.nab.org.
About Emmis Communications
Emmis Communications – Great Media, Great People, Great Service®
Emmis Communications Corporation is a diversified media company,
principally focused on radio broadcasting. Emmis operates the 9th
largest radio portfolio in the United States based on total listeners.
Emmis owns 18 FM and 3 AM radio stations in New York, Los Angeles, St.
Louis, Austin (Emmis has a 50.1% controlling interest in Emmis’ radio
stations located there), Indianapolis and Terre Haute, IN and operates
two additional stations in New York (1 FM and 1 AM) pursuant to a Local
Marketing Agreement (“LMA”) whereby Emmis provides the programming for
these stations and sells all advertising within that programming pending
its acquisition of the stations. In addition, one of the FM radio
stations Emmis currently owns in New York is operated pursuant to a LMA
by a third party. Learn more at www.Emmis.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140731006239/en/
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