Performed by GfK Custom Research of Princeton, NJ, for American Media Services March 30-April 1, 2007.
Part of a weekly national random-digit dialing telephone omnibus survey. Sample includes 1,004 American adults. This survey is statistically significant and is considered to reflect American opinion within +/- 3 percentage points.
1. How often would you say that you listen to the radio?
| Once a day | 21% |
| Several times a day | 43 |
| Several times a week | 10 |
| Once or twice a week | 7 |
| Not very often | 10 |
| Not at all | 7 |
| Don't know / no response | 1 |
2. Compared with five years ago, would you say you are listening to the radio more, less or about the same?
| More | 16% |
| Less | 30 |
| About the same | 53 |
| Don't know/no response | 1 |
3. Looking ahead five years from now, would you say that you are likely to be listening to the radio more, less or about the same as you are now?
| More | 11% |
| Less | 14 |
| About the same | 73 |
| Don't know/no response | 3 |
4. How important do you think the role of radio is in your everyday life?
| Very important | 25% |
| Somewhat important | 39 |
| Not very important | 24 |
| Not important at all | 12 |
| Don't know/no response | 1 |
5. How important do you think the role of radio is in American life in general?
| Very important | 34% |
| Somewhat important | 50 |
| Not very important | 9 |
| Not important at all | 6 |
| Don't know/no response | 2 |
6. When you get in your car, do you usually turn on the radio?
| Yes | 75% |
| No | 23 |
| Don't own a car | 3 |
7. If you could not listen to radio anymore, how much, if at all, would you miss it?
| A lot | 52% |
| A little | 31 |
| Not at all | 17 |
8. Do you happen to know whether it is possible to listen to a radio station over the internet?
| Yes | 67% |
| No | 25 |
| Don't know/No response | 8 |
(Asked of those who answered "yes" to Question #8)
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8a. Have you ever listened to a radio station on the internet?
| Yes | 60% |
| No | 40 |
8b. When was the most recent time you listened to a radio station over the internet?
| Within the past week | 30% |
| Within the past month | 21 |
| Within the past six months | 27 |
| Within the past year | 10 |
| Longer ago than one year | 11 |
| Don't know/no response | 1 |
8c. Have you listened to radio over the internet on a computer at your home?
| Yes | 71% |
| No | 29 |
8d. Have you listened to radio over the internet on your office computer?
| Yes | 42% |
| No | 54 |
| Don't have internet access at work | 1 |
| Don't work | 4 |
8e. Have you listened to radio over the internet by using a cell phone or other mobile device?
| Yes | 6% |
| No | 94 |
9. How likely do you think it is that you will be listening to radio over the internet in the future?
| Very likely | 24% |
| Somewhat likely | 23 |
| Not very likely | 25 |
| Not likely at all | 28 |
| Don't know/no response | 1 |
(Asked of those who answered very likely or somewhat likely on Question #9)
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10. What type of equipment do you think you are likely to use to listen to the radio over the internet in the future?
| A computer at home | 89% |
| A computer at the office | 48 |
| A cell phone or other mobile device | 36 |
| An internet connection in your vehicle | 28 |
| None | 3 |
11. If your favorite radio stations were available on the internet, do you think you would download some of the programming onto a digital audio player so you could listen to it again?
| Yes | 51% |
| No | 49 |
12. How familiar, if at all, would you say you are with something called HD Radio?
| Very familiar | 3% |
| Somewhat familiar | 29 |
| Not at all familiar | 67 |
(Asked of those who answered very familiar or somewhat familiar on Question # 12)
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13. Have you ever listened to anything broadcast on HD Radio?
| Yes | 36% |
| No | 60 |
| Don't know/no response | 4 |
(Asked of those who answered that they had listened to HD Radio on Question #13)
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14. How do you believe the quality of the sound on HD radio compared with regular radio?
| HD Radio has better sound | 45% |
| Regular radio has better sound | 2 |
| HD and regular radio sound about the same | 52 | Don't know/no response | 1 |
15.The two companies that offer satellite radio service, XM and Sirius, have proposed merging to become one company. How would you say that you feel about that possible merger?
| Very much in favor of the merger | 7% |
| Somewhat in favor of the merger | 27 |
| Somewhat opposed to the merger | 17 |
| Very much opposed to the merger | 13 | Don't know/no response | 37 |
16. Are you currently a subscriber to satellite radio?
| Yes | 11% |
| No | 89 |
(Asked of current subscribers to satellite radio)
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16a. How satisfied would you say you are with your satellite radio?
| Very satisfied | 61% |
| Somewhat satisfied | 34 |
| Not very satisfied | 2 |
| Not at all satisfied | 2 |
| Don't know/no response | 2 |
16b. How likely would you say you are to renew your subscription to satellite radio when it expires?
| Very likely | 66% |
| Somewhat likely | 22 |
| Not very likely | 7 |
| Not at all likely | 4 |
| Don't know/no response | 2 |
17. How likely would you say you are to purchase satellite radio for your car or home in the next 12 months?
| Very likely | 6% |
| Somewhat likely | 12 |
| Not very likely | 26 |
| Not at all likely | 55 |
| Don't know/no response | 2 |
18. If you had to guess, what percentage of the American population would you estimate have a subscription to satellite radio?
| Less than 10 percent of Americans | 40% |
| About 25 percent of Americans | 36 |
| About 50 percent of Americans | 15 |
| Almost everyone | 3 |
| DonŐt know/no response | 6 |
19. If you were to rate your opinion of satellite radio on a scale of 1-10 in which 1 means you have a very bad opinion and 10 means you have a very good opinion, what number would you give it?
| 10-9-8 | 27% |
| 7-6-5-4 | 46 |
| 3-2-1 | 15 |
| Mean | 5.9 |
20. Compared with a year ago, would you say that you have a better opinion of satellite radio now than you had a year ago, a worse opinion now or about the same opinion as a year ago?
| Better opinion now | 18% |
| Worse opinion now | 4 |
| About the same opinion as before | 72 |
| Don't know/no response | 5 |
21. Has the news of the possible merger of the two satellite radio companies changed your opinion of satellite radio? Would you say it has ...
| Given you a more favorable opinion of satellite radio | 4% |
| Given you a less favorable opinion of satellite radio | 9 |
| Not affected your opinion of satellite radio | 83 |
| Don't know/no response | 3 |
22. What would you say is your favorite way to listen to radio?
| Regular radio | 76% |
| HD radio | 3 |
| Satellite radio | 13 |
| Internet radio | 4 |
| Don't know/no response | 4 |
