Description:
Conducted by GfK Custom Research on March 28-30, 2008
Sample of 1,004 American adults. Sample error is plus or minus 3 percentage points.
1. How often would you say that you listen to the radio?
| Once a day | 18% | } 61% |
| Several times a day | 43 | |
| Several times a week | 12 | |
| Once or twice a week | 10 | |
| Not very often | 11 | |
| Not at all | 5 |
2. Compared with five years ago, would you say you are listening to the radio more, less or about the same?
| More | 22% | } 72% |
| About the same | 50 | |
| Less | 28 |
3. When you get in your car, do you usually turn on the radio?
| Yes | 73% |
| No | 25 |
| Don't own a car | 2 |
4. When commercial breaks come on the radio, would you say that you usually ...
| Stay tuned to that station | 53% |
| Change the sation to another one | 35 |
| Turn off the radio | 8 |
| Don't now/no response | 5 |
5. (Asked of those who turned off the radio) How long would you say it takes before you turn off the radio? Was it...
| Right Away | 53% | } 71% |
| About 30 seconds | 18 | |
| About one minute | 13 | |
| About two minutes | 1 | |
| Three Minutes or more | 11 | |
| Don't know/no response | 4 |
6. (Asked of those who changed the station) How long would you say it takes before you change the station? Was it...
| Right Away | 48% | } 77% |
| About 30 seconds | 29 | |
| About one minute | 12 | |
| About two minutes | 4 | |
| Three Minutes or more | 7 | |
| Don't know/no response | 1 |
7. Have you ever listened to a radio station on the Internet?
| Yes | 33% |
| No | 67 |
8. (Asked of those who have listened to a radio station over the Internet) When was the most recent time you listened to a radio station over the Internet? Was it...
| Within the past week | 23% | } 52% |
| Within the past month | 29 | |
| Within the past 6 months | 17 | |
| Within the past year | 15 | |
| Longer ago than one year | 16 |
9. (Asked of those who have listened to a radio station over the Internet) When you listen to radio stations over the Internet, would you say that you are listening to ...
| Radio stations that are playing the same thing on the Internet they are playing on the radio | 31% |
| Internet-only radio stations | 24 |
| Both | 42 |
| Don't now/no response | 3 |
10. How likely do you think it is that you will be listening to radio over the Internet in the future?
| Very likely | 20% | } 38% |
| Somewhat likely | 18 | |
| Not very likely | 28 | } 61% |
| Not likely at all | 33 | |
| Don't know/no response | 1 |
11. (Asked of those likely to listen to radio over the Internet in the future) What type of equipment do you think you are likely to use to listen to radio over the internet in the future? Do you think you will use ... (Answers are percentage answering "yes")
| A computer at home | 83% |
| A computer at the office | 43% |
| A cell phone or other mobile device | 38% |
| An Internet connection in your vehicle | 22% |
| None | 5% |
12. (Asked of those likely to listen to radio over the Internet in the future) Do you currently have wireless Internet service or WiFi Internet service in your home?
| Yes | 44% |
| No | 55 |
| Don't know | 1% |
13. How familiar, if at all, would you say that you are with something called HD radio? Would you say...
| Very familiar | 5% | } 35% |
| Somewhat familiar | 30 | |
| Not at all familiar | 65 |
14. (Asked of those familiar with HD radio) Have you ever listened to anything broadcast on HD radio?
| Yes | 33% |
| No | 67 |
15. (Asked of those who have ever listened to HD radio) How would you compare the number of stations available on HD radio and regular radio?
| HD radio offers more stations than regular radio | 42% |
| Regular radio offers more stations than HD radio | 19% |
| HD radio and regular radio offer about the same number of stations | 26% |
| Don't know/no response | 13% |
16. What would you say is your favorite way to listen to radio?
| Regular radio | 77% |
| Satellite radio | 15% |
| Internet radio | 2% |
| HD Radio | 1% |
| Don't know/no response | 4% |
17. We were wondering what you think would prompt you to listen to regular radio more. Do you think you would listen to the radio more if ... (Answers are percentage answering "yes")
| There were fewer commercials on the radio | 68% |
| There was more music or entertainment content on the radio | 66% |
| There was a greater selection of music on the radio | 63% |
| There were new or different formats on the radio | 49% |
| There was greater coverage of local news and issues on the radio | 42% |
| There was more national news on the radio | 34% |
| There was more talk from DJs or announcers on the radio | 16% |
| None | 11% |
| Don't know/no response | 1% |
18. We were wondering what you think would prompt you to listen to radio more through the Internet. Do you think you would listen to the radio more through the Internet if... (Answers are percentage answering "yes")
| There were fewer commercials on the radio | 38% |
| There was more music or entertainment content on the radio | 37% |
| There was a greater selection of music on the radio | 37% |
| There were new or different formats on the radio | 32% |
| There was greater coverage of local news and issues on the radio | 25% |
| There was more national news on the radio | 19% |
| There was more talk from DJs or announcers on the radio | 11% |
| None | 45% |
| Don't know/no response | 2% |
19. The federal government currently regulates the use of obscenities or profanity on radio and network television stations. Would you say you believe that the government should also regulate the use of obscenities or profanity on Internet radio stations?
| Yes | 61% |
| No | 37 |
| Don't know | 2% |
