Description:
Two-Part Survey
Performed by OmniTel for American Media Services
Jan. 13-25, 2006 and Jan. 20-22, 2006
Part of a weekly national random-digit dialing telephone omnibus survey. Sample includes 1,008 American adults. This survey is statistically significant and is considered to reflect American opinion within +/- 3 percent.
1. Which of the following reasons would you say most accurately reflects what you like best about local radio stations?
| Local traffic and weather information | 32.6% |
| It's always available when you need it | 24.8 |
| Being connected to local events | 13.4 |
| Information in case of an emergency | 10.4 |
| It's unpredictable and fun | 7.5 |
| Don't know/No response | 11.3 |
2. Which of the following reasons reflects what you like least about local radio stations?
| The amount of time for commercials | 37.0% |
| I get tired of hearing the same things over and over | 23.3 |
| It is hard to find a station with the type of music I like | 17.1 |
| I don't have much control over what I can listen to | 4.8 |
| All the stations sound alike | 4.3 |
| It can be distracting | 3.4 |
| Don't know/No response | 10.1 |
3. Compared with five years ago, would you say you are listening to the radio more now, less now or about the same?
| More | 18.2% |
| Less | 34.3 |
| About the same | 46.5 |
| Don't know/No response | 1.0 |
4. HD radios are a new technology that allows you to listen to your favorite AM and FM stations in digital quality sound. This technology will improve the audio reception. Before today, had you heard about HD radio?
| Yes | 37.6 % |
| No | 61.3 |
| Don't know/No response | 1.1 |
5. How likely would you be to pay a one-time charge of $100 to be able to listen to HD radio?
| Very likely | 4.0% |
| Somewhat likely | 12.0 |
| Not very likely | 23.2 |
| Or, Not at all likely | 59.2 |
| Don't know/No response | 1.6 |
6. Have you heard of satellite radio?
| Yes | 85.5% |
| No | 14.2 |
| Don't know/No response | 0.3 |
7. Satellite radio requires you to purchase equipment, normally over $100 and pay a monthly fee of approximately $12. How likely would you say you are to purchase satellite radio over the next 12 months?
| Very likely | 2.9% |
| Somewhat likely | 6.4 |
| Not very likely | 18.5 |
| Not at all likely | 64.1 |
| Or, You already subscribe to satellite radio | 7.8 |
| Don't know/No response | 0.4 |
8. If you are a current subscriber to any kind of satellite radio, how likely are you to renew your subscription when it expires?
| Very likely | 8.1% |
| Somewhat likely | 4.6 |
| Not very likely | 6.5 |
| Or, Not at all likely | 33.2 |
| Does not apply | 46.1 |
| Don't know/No response | 1.6 |
9. If you recently bought a new car that included satellite radio and a paid, limited subscription, how likely would you say you are, if at all, to continue to pay for that service after the free service ends.
| Very likely | 8.7% |
| Somewhat likely | 13.2 |
| Not very likely | 14.4 |
| Or, Not at all likely | 46.6 |
| Does not apply | 15.4 |
| Don't know/No response | 1.7 |
10. How likely would you be, if at all, to subscribe to satellite radio if they played commercials?
| Very likely | 1.6% |
| Somewhat likely | 3.7 |
| Not very likely | 16.1 |
| Or, Not at all likely | 77.6 |
| Don't know/No response | 1.0 |
11. Now that Howard Stern has recently begun airing his show on satellite radio, how likely are you, if at all, to consider purchasing satellite radio in the future?
| Very likely | 2.6% |
| Somewhat likely | 6.6 |
| Not very likely | 13.7 |
| Or, Not at all likely | 74.6 |
| Don't know/No response | 2.5 |
12. Do you listen to music on an iPod or an MP3 player?
| Yes | 20.0% |
| No | 79.7 |
| Don't know/No response | 0.3 |
13. If you listen to music on an iPod or an MP3 player, do you listen to the radio more now, less now or about the same?
| More | 10.8% |
| Less | 32.6 |
| About the same | 54.4 |
| Don't know/No response | 2.2 |
When the original survey was completed, the responses to questions 8 and 9 could not be corroborated with national subscription statistics for satellite radio, and it was clear that respondents were confused and did not understand those questions. To remedy those misunderstandings, the following clarifying questions were asked on Jan. 20-22, 2006.
1. Do you currently subscribe to satellite radio, such as XM or Sirius?
| Yes | 10.9% |
| No | 88.1 |
| Don't know/No response | 1.0 |
2. If you do currently subscribe to satellite radio, how likely are you to renew your subscription when it expires?
| Very likely | 57.3% |
| Somewhat likely | 30.3 |
| Not very likely | 1.8 |
| Or, Not at all likely | 5.9 |
| Don't know/No response | 4.6 |
3. If you recently bought a new car that included satellite radio and a paid, limited subscription, how likely would you say you are, if at all, to continue to pay for that service after the free service ends?
| Very likely | 51.1% |
| Somewhat likely | 25.0 |
| Not very likely | 8.1 |
| Or, Not at all likely | 11.9 |
| Don't know/No response | 3.8 |
4. Question asked only of people who do not subscribe to satellite radio: You may have heard that Howard Stern has begun airing his show on satellite radio, now that it has happened, how likely are you, if at all, to consider purchasing a satellite radio in the future?
| Very likely | 5.2% |
| Somewhat likely | 6.8 |
| Not very likely | 17.0 |
| Or, Not at all likely | 69.6 |
| Don't know/No response | 1.4 |
