The survey was conducted by Mark Ramsey Media and VIP Research. As reported by Media Daily News:
“MRM and VIP found that 34% of those surveyed said they would listen less to traditional local broadcast radio stations — long the dominant drive-time medium for advertisers — if they had access to Internet radio in their car.
Given a choice between having Internet radio in their dashboard or a broadcast radio in their iPod, 58% of all respondents opted for Internet radio in the dash.
This isn’t the only data suggesting Internet radio could pose a threat to traditional radio in drive-time listening. A survey by J.D. Powers released earlier this month found that car-buyers’ favorite audio system feature was the ability to play music file formats of their own choosing, such as MP3 files or iTunes.
Separately, in January, Internet audio service Pandora struck a deal with electronics manufacturer Pioneer Corp. that will allow consumers to bring Pandora’s personalized audio content to their automobiles. Pioneer is manufacturing a multipurpose navigation and media device, priced at $1,200, that will allow iPhones customers to stream the online music service to their car stereos — after they download a new app that allows the devices to link up.”
Read the entire article at Media Daily News
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