Harris Interactive Poll: Consumers Would Pay One-Time to Listen to Radio on Cell Phones
May 8, 2012 3:11 PM
Washington - May 8, 2012 - A nationwide poll conducted by Harris Interactive and commissioned by the National Association of Broadcasters shows that four out of five Americans who own a cellphone would consider paying a small, one-time only fee to access local radio stations on a mobile phone. The survey was conducted online between April 18 - 20 among 2,177 adults and April 27 - May 1, 2012, among 2,212 adults.
The poll results are available online and include data from a similar poll conducted by Harris between Aug. 31 - Sept. 2, 2010 among 2,587 U.S. adults. Some of the findings:
? Eighty-one percent of cell phone owners would consider paying a one-time only fee of 30 cents (the approximate cost of a microchip) to access local radio stations through a built-in radio chip, compared to 76 percent in 2010. For cell phone owners with children in the home, the number was 85 percent, up from 79 percent in 2010. The percentage of retirees who favor radio chips in cellphones rose to 76 percent from 66 percent in 2010.
? Local weather and music are the top two reasons survey participants would listen to their local stations on their cell phones
? Seven out of 10 cell phone owners, 69 percent compared to 73 percent in 2010, indicated that having a radio built into their cell phone, capable of providing local weather and emergency alerts in real-time, would be "very" or "somewhat" important. The number was higher - nearly eight out of 10 adults, 78 percent - for those with children in the home
? Three-quarters (76 percent) of U.S. adults, would use a radio built into their cell phone, up from 66 percent in 2010. Younger adults are even more likely to use such a feature. Eighty-six percent of 18-34-year-olds, as well as 81 percent of single and never-married adults (up from 71 percent and 73 percent respectfully in 2010), indicated they would use a built-in radio to listen to local stations if their phone was equipped to do so without using mobile apps or their wireless provider's data plan.
Harris says the Broadcast division no longer aligns with its other business units. It's business as usual in the meantime while a buyer is found....