A rádio é importante para os norte-americanos

(directamente da terra dos estudos, mais um...; feito com mil entrevistas no universo da população dos EUA)

«Survey: Radio is Important to Americans
Charleston, SC - Apr 19, 2006 - Americans rate the importance and relevance of local commercial radio very highly, despite the entry of high-technology competition, a national survey commissioned by American Media Services shows. The survey found that 78 percent said radio is important in their everyday lives, and 91 percent said radio is important in American life in general. Nearly three-quarters (74 percent) said they listen to radio at least once a day. The telephone survey of 1,004 American adults was conducted April 13 to 15, 2006, by Omnitel. The survey is considered accurate within plus or minus 3 percentage points.

The new findings complement those in AMS’ initial survey in January: 64 percent said they were listening to radio as much as, or more than, they were five years ago. In the AMS survey, 57 percent of men and 49 percent of women said they listen to radio at least daily. The availability of music, news and reports on weather and traffic continues to be the most often cited reasons for listening to the radio, with 98 percent of respondents saying they listen to radio for one of those features.

Additional statistics:

78 percent usually tune to a local radio station when they get in their car

More people had a favorite local radio personality in their local markets (37 percent) than a favorite television personality percent (32 percent), newspaper personality (7 percent) or personality on a local internet site (1 percent)

When asked what about the different qualities that make a good radio personality, they ranked four as most important: 89 percent said they liked to listen to someone who makes them think, 82 percent said one who makes them laugh, 79 percent wanted a personality they could trust, and 76 percent said a good radio personality has strong ties to the local community

Overall, 41 percent of respondents said they liked to listen to stations that have a good balance of music, news, weather and traffic information. That rated above playing their kind of music (26 percent) or making them laugh (3 percent).

Of those respondents who had a "favorite media personality," 37 percent said their favorite personality worked on the radio, while 32 percent said their favorite worked on television.

61 percent of those likely to change stations during commercial breaks do so in a minute or less.»

fonte: http://beradio.com/currents/radio_currents_041706/index.html#ams