![]() ![]() Convenience Seeking Traditionalists (17%) prefer broadcast radio, listening to their favorite stations and hosts and they routinely listen in the car. Discriminating Audiophiles (18%) are highly engaged consumers who listen to and prefer a wide variety of audio, and are willing to pay for specific content. They prefer free services and often play music in the background. Music Loving Personalizers (23%) are passionate music listeners who are mainly seeking an emotional benefit by listening. The resulting six categories, ranked based on population size, were based on their habits and what they are listening for when they tune in to on the radio: 1. Nielsen's "Audio Demand Landscape" was developed from an online survey of 4,950 Americans aged 18-74, conducted in March 2014, asking questions about their audio listening attitudes, motivations, behaviors, habits, and preferences. In attempting to factor in all of listening, from music to sports talk radio, as well as the new technologies that allow people to listen to media, Nielsen is going well beyond the basic passive versus active listening distinction. ![]() Breaks up listeners into six distinct categories, independent of factors like age, and gender. ![]()
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