Description:
Administered by GfK Custom Research NorthAmerica to a Nationwide
Sample of 1,005 American Adults on September 5-7, 2008
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% | } 64% |
| Several times a day | 46 | |
| Several times a week | 12 | |
| Once or twice a week | 7 | |
| Not very often | 13 | |
| Not at all | 5 | |
| Don't Know | - |
1a. When you are listening to the radio, how much, if at all, does it matter to you if the program originates locally?
| A lot | 28% | } 52% |
| A little | 24 | |
| Not at all | 47 | |
| Don't Know | 1 |
2. Compared with five years ago, would you say you are listening to the radio more, less or about the same?
| More | 18% | } 73% |
| About the same | 55 | |
| Less | 27 | |
| Don't Know | - |
3. When you get in your car, do you usually turn on the radio?
| Yes | 80% |
| No | 17 |
| Don't own a car | 3 |
| Don't Know | - |
3a. When commercial breaks come on the radio, would you say that you usually ...
| Stay tuned to that station | 52% |
| Change the sation to another one | 38 |
| Turn off the radio | 7 |
| Don't know | 3 |
3b. (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 | 45% | } 60% |
| About 30 seconds | 15 | |
| About one minute | 19 | |
| About two minutes | 7 | |
| Three Minutes or more | 12 | |
| Don't know | 2 |
3c. How many minutes of commercials per hour do you think your favorite music station plays? If you're not sure, what is your best guess?
| RECORD NUMBER |
| The arithmetic average (mean) was 13.1 minutes |
4. Have you ever listened to continuous music over the Internet?
| Yes | 35% |
| No | 65 |
| Don't know | - |
5 . [Asked of 345 people who answered “Yes” to Question 4:] When was the most recent time you listened to continuous music over the Internet? Was it…
| Within the past week | 39% | |
| Within the past month | 23 | |
| Within the past 6 months | 19 | |
| Within the past year | 7 | |
| Longer ago than one year | 11 | |
| Don't know | 1 |
5a. (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 | 14% |
| Internet-only radio stations | 28 |
| Both | 54 |
| Don't now/no response | 5 |
6. How likely do you think it is that you will be listening to radio over the Internet in the future? Would you say….
| Very likely | 22% | } 48% |
| Somewhat likely | 26 | |
| Not very likely | 20 | |
| Not likely at all | 31 | |
| Don't know/no response | 1 |
7. [Asked of the 483 people who answered “Very likely” or “Somewhat likely” to Question 6:] 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…
Percentage answering yes.
| A computer at home | 87% |
| A computer at the office | 41% |
| A cell phone or other mobile device | 42% |
| An Internet connection in your vehicle | 35% |
| None | 4% |
7a. Do you currently have wireless Internet service or WiFi Internet service in your home?
| Yes | 37% |
| No | 61 |
| Don't know | 2% |
8. How familiar, if at all, would you say that you are with Chrysler’s offer to install internet connections in its 2008 and 2009 vehicles? Would you say ..
| Very familiar | 3% | } 20% |
| Somewhat familiar | 17 | |
| Not at all familiar | 80 | |
| Don't know | - |
9. How interested, if at all, would you say that you would be in having an internet connection in your current vehicle or your next vehicle? Would you say…
| Very interested | 12% | } 37% |
| Somewhat interested | 25 | |
| Not at all interested | 62 | |
| Don't know | 1 |
10. How familiar, if at all, would you say that you are with something called HD radio? Would you say…
| Very familiar | 10% | } 47% |
| Somewhat familiar | 37 | |
| Not at all familiar | 53 | |
| Don't know | - |
11. [Asked of the 465 people who answered “Very familiar” or “Somewhat familiar” to Question 10:] Have you ever listened to anything broadcast on HD radio?
| Yes | 40% |
| No | 60 |
| Don't know | - |
12. What would you say is your favorite way to listen to radio? Would you say…
| Regular radio | 72% |
| HD Radio | 5 |
| Satellite radio | 14 |
| Internet radio | 5 |
| Cell phone | 1 |
| Don't know | 3 |
13. 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 ...
Percentage answering yes.
| There was more music or entertainment content on the radio | 70% |
| There were fewer commercials on the radio | 68% |
| There was a greater selection of music on the radio | 64% |
| There were new or different formats on the radio | 48% |
| There was greater coverage of local news and issues on the radio | 45% |
| There was more national news on the radio | 38% |
| There was more talk from DJs or announcers on the radio | 17% |
14. 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 ...
Percentage answering yes.
| There was more music or entertainment content on Internet radio | 44% |
| There were fewer commercials on Internet radio | 42% |
| There was a greater selection of music on Internet radio | 40% |
| There were new or different formats on Internet radio | 36% |
| There was greater coverage of local news and issues on Internet radio | 28% |
| There was more national news on Internet radio | 24% |
| There was more talk from DJs or announcers on Internet radio | 11% |
15. How would you say that you usually learn about new music?
| Radio | 49% | |
| Friends | 18% | 27% |
| Family members/Relatives | 7% | |
| Word of mouth | 2% | |
| Reviews in newspapers/magazines | 4% | |
| Television | 15% | |
| Internet | 10% | |
| Other | 5% | |
| None | 1% |
