RESEARCH TRIANGLE PARK, N.C.— Research indicates that consumers are interested in the service provided by smartphone FM radio app NextRadio, according to Coleman Insights and its knowDigital division.
These conclusions are based on national survey of 801 online interviews with 18- to 49-year-old smartphone owners who viewed a 90-second video explaining the app. The sample employed quotas to ensure that it appropriately represents the national population in terms of age, gender, ethnicity and geography and so that the responders were split roughly equally between smartphone owners with unlimited data plans and those with metered or pre-paid plans.
The research was supported by the National Association of Broadcasters and completed in cooperation with NextRadio developer Emmis Communications.
Here are a few excerpts from the findings:
• 88 percent had a positive reaction to NextRadio, including 56 percent who described their initial reaction as “very positive”
• 45 percent said they “definitely would” use NextRadio if it was installed; another 43 percent said they “probably would” use the app
• 80 percent said they “probably would” or “definitely would” download NextRadio if the app was not already installed on their smartphones
• 63 percent say they would listen to local FM radio more if they had NextRadio
• 73 percent of those with metered or pre-paid data plans acknowledge that such plans limited their consumption of audio entertainment on their smartphones
• Low battery and data plan usage were evaluated as the most positive benefits of NextRadio''s
“People want free, local FM radio on their smartphones,” said Emmis Chairman and CEO Jeff Smulyan. “And NextRadio gives them exactly what they want.”
A streaming video presentation and a written summary of the study''s findings are available online, and the research firms will also share additional findings from the study in private briefings with the consortium of radio broadcasters supporting NextRadio''s launch in the coming weeks and months.