The slice of advertising pie being consumed by digital venues is getting bigger and bigger. The bad news: Other slices are getting smaller. The good news: Broadcast can dig a fork into the digital slice! Here, from the consumer measurement experts at Prosper Insights & Analytics, are comprehensive lists of digital devices tied to radio program preference.
Most of us have at least two devices – some sort of mobile phone and some sort of computer, and of course, many people use more than that.
The idea is to find out what sorts of devices your particular audience is using to better plan you own station’s digital strategy.
The first thing you will get from these lists is the insight into the general popularity of each electronic implement. For example, the range of popularity for wireless laptops is 57.1%, the percentage of Alternative fans who have one – to 48.2%, the number of Latin/Hispanic fans. On the other hand, the Surface Tablet runs from a low 1.5% of New Age fans to an almost invisible 0.5% of R&B fans.
The second thing you will notice is a strong correlation between devices and audience age. For your convenience, we have included the average age of the fans of each format in parentheses to demonstrate this tendency.
Don’t forget to check out the “none of the above” list – you’ll find out how many in your group are essentially disconnected from the digital universe. Just to save you running down there straight off, Country fans are the most immune to digital society – but we’re only talking about a very small minority of 5.7% — and all the other groups show higher participation than that, proving beyond any shadow of doubt that this is a list important to every radio station out there.
More information about Prosper Insights & Analytics can be found here
Android Smartphone
A choice of young audiences, with formats favored by ethnic minorities monopolizing the top of the list.
44.4 Hip-Hip (33.7)
41.3 R&B (40.1)
40.4 Latin/Hispanic (38.1)
39.2 Alternative (35.2)
35.7 Top 40/Pop (38.7)
35.6 New Age (40.7)
34.4 Blues (47)
33.6 Sports (44.3)
33.4 Rock (41.1)
31.9 Jazz (47.9)
31.4 Talk (48.9)
30.3 Religious (46.9)
29.2 News (49.4)
28.1 Country (47.3)
27.6 Classical (47.7)
27.5 Oldies (50.5)
Source: Prosper Insights & Analytics
Android Tablet
Only three format groups top 10%, skewing to the young urban side. Country and Oldies share a similar level of disinterest.
10.8 New Age (40.7)
10.6 Hip-Hip (33.7)
10.1 R&B (40.1)
9.7 Latin/Hispanic (38.1)
9.2 Jazz (47.9)
9.0 Alternative (35.2)
9.0 Religious (46.9)
9.0 Sports (44.3)
8.7 Talk (48.9)
8.5 Classical (47.7)
8.4 Blues (47)
8.4 News (49.4)
8.0 Top 40/Pop (38.7)
7.7 Rock (41.1)
6.8 Country (47.3)
6.8 Oldies (50.5)
Source: Prosper Insights & Analytics
BlackBerry Smartphone
Need evidence that BlackBerry has lost its edge? All it takes is an 8.7 score to lead the category. Latin and Sports fans are still the biggest believers.
8.7 Latin/Hispanic (38.1)
8.2 Sports (44.3)
8.0 Jazz (47.9)
8.0 News (49.4)
7.9 R&B (40.1)
7.5 Blues (47)
7.4 Religious (46.9)
7.2 Hip-Hip (33.7)
7.1 Talk (48.9)
6.9 Alternative (35.2)
6.9 New Age (40.7)
6.6 Classical (47.7)
6.4 Top 40/Pop (38.7)
5.9 Oldies (50.5)
5.6 Rock (41.1)
5.1 Country (47.3)
Source: Prosper Insights & Analytics
BlackBerry Tablet
This device is not in wide use by any format audience.
1.8 Latin/Hispanic (38.1)
1.6 Classical (47.7)
1.6 Jazz (47.9)
1.6 New Age (40.7)
1.3 Blues (47)
1.3 Sports (44.3)
1.1 Alternative (35.2)
1.1 Hip-Hip (33.7)
1.1 Talk (48.9)
1.1 Religious (46.9)
1.0 News (49.4)
0.8 Oldies (50.5)
0.8 R&B (40.1)
0.7 Rock (41.1)
0.7 Top 40/Pop (38.7)
0.6 Country (47.3)
Source: Prosper Insights & Analytics
Desktop Computer
People still using a computer that is essentially a piece of furniture tend to be on the old side, although usage is still significant across all format groups. Full disclosure: This report is being written on a desktop. The question is, what are you reading it on?
54.5 Oldies (50.5)
52.6 Talk (48.9)
52.5 Classical (47.7)
51.4 News (49.4)
51.0 Rock (41.1)
50.7 Blues (47)
50.6 Country (47.3)
49.0 Religious (46.9)
48.9 New Age (40.7)
48.7 Sports (44.3)
47.8 Jazz (47.9)
47.0 Top 40/Pop (38.7)
45.1 Alternative (35.2)
44.4 R&B (40.1)
39.9 Hip-Hip (33.7)
38.4 Latin/Hispanic (38.1)
Source: Prosper Insights & Analytics
iPad
Young urban-centric formats take the first three slots, followed in close order by the three spoken word formats, which tend to skew very much on the old side. That indicates a very mixed bag of users. But Country and Oldies maintain their hold on least interested honors.
26.9 Latin/Hispanic (38.1)
24.1 Top 40/Pop (38.7)
23.7 Hip-Hip (33.7)
23.6 News (49.4)
23.1 Sports (44.3)
22.3 Talk (48.9)
21.9 New Age (40.7)
21.5 Alternative (35.2)
21.5 Jazz (47.9)
21.1 Blues (47)
20.8 R&B (40.1)
19.5 Classical (47.7)
18.7 Religious (46.9)
18.4 Rock (41.1)
17.2 Country (47.3)
16.3 Oldies (50.5)
Source: Prosper Insights & Analytics
iPhone
The iPhone is significantly used, and mostly all of the youngest format groups congregate at the top of the list.
33.8 Top 40/Pop (38.7)
33.3 Hip-Hip (33.7)
33.2 Latin/Hispanic (38.1)
32.2 Alternative (35.2)
29.8 Sports (44.3)
29.0 New Age (40.7)
27.8 R&B (40.1)
27.4 News (49.4)
26.3 Jazz (47.9)
25.5 Rock (41.1)
25.1 Talk (48.9)
24.8 Blues (47)
24.4 Country (47.3)
24.2 Religious (46.9)
22.7 Classical (47.7)
20.7 Oldies (50.5)
Source: Prosper Insights & Analytics
iPod
Once again, young audiences dominate. This writer has an iPod, and was surprised that my son wanted one for his birthday. I discovered the one he got does a lot more than my aging version – mystery explained. And I truly belong down at the bottom of this list, since I have no desire whatsoever to upgrade mine any time soon.
33.4 Alternative (35.2)
32.4 Top 40/Pop (38.7)
31.1 Hip-Hip (33.7)
30.9 Latin/Hispanic (38.1)
30.0 New Age (40.7)
28.0 Rock (41.1)
26.0 Sports (44.3)
25.0 R&B (40.1)
24.5 Blues (47)
24.3 Talk (48.9)
23.0 News (49.4)
22.9 Jazz (47.9)
22.6 Classical (47.7)
21.6 Country (47.3)
20.3 Religious (46.9)
20.2 Oldies (50.5)
Source: Prosper Insights & Analytics
Kindle eReader
We keep hearing that reading is becoming a lost art – so it comes as no surprise that Kindle appeals to older formats filled with people who have still not shaken the reading habit.
11.6 Classical (47.7)
11.0 News (49.4)
10.7 Talk (48.9)
10.2 New Age (40.7)
10.2 Top 40/Pop (38.7)
10.1 Jazz (47.9)
10.1 Oldies (50.5)
9.9 Blues (47)
9.9 Country (47.3)
9.5 Rock (41.1)
9.4 Alternative (35.2)
9.3 Sports (44.3)
8.2 Religious (46.9)
6.7 Latin/Hispanic (38.1)
6.6 R&B (40.1)
6.3 Hip-Hip (33.7)
Source: Prosper Insights & Analytics
Kindle Fire
The Kindle Fire has only one double-digit group to its credit, the New Age group, which may well be the most open to exploring new elements of society in general. A pair of noncom-type formats join Religious and R&B at the bottom of the list.
10.2 New Age (40.7)
9.8 Talk (48.9)
9.4 Top 40/Pop (38.7)
9.3 Country (47.3)
9.1 News (49.4)
9.0 Sports (44.3)
8.9 Rock (41.1)
8.7 Blues (47)
8.6 Alternative (35.2)
8.3 Oldies (50.5)
7.8 Hip-Hip (33.7)
7.8 Latin/Hispanic (38.1)
7.4 Classical (47.7)
7.4 Jazz (47.9)
7.3 Religious (46.9)
7.2 R&B (40.1)
Source: Prosper Insights & Analytics
Mac
Not a huge group here, and the top users is an entirely eclectic mix of styles and age groups, although most are on the young side. Take a look.
12.5 Alternative (35.2)
11.7 Latin/Hispanic (38.1)
11.3 New Age (40.7)
11.2 Classical (47.7)
11.1 Top 40/Pop (38.7)
10.5 News (49.4)
10.4 Hip-Hip (33.7)
10.3 Talk (48.9)
9.9 Jazz (47.9)
9.6 Blues (47)
9.2 Rock (41.1)
8.6 Sports (44.3)
8.5 R&B (40.1)
7.3 Religious (46.9)
6.8 Oldies (50.5)
6.1 Country (47.3)
Source: Prosper Insights & Analytics
MP3 Player
New Age tops another chart, joined by a number of music-intensive formats. Again skews to the young side.
25.8 New Age (40.7)
23.5 Alternative (35.2)
22.6 Rock (41.1)
22.0 Blues (47)
20.5 Hip-Hip (33.7)
20.5 Top 40/Pop (38.7)
20.3 Jazz (47.9)
20.3 Sports (44.3)
20.2 Classical (47.7)
20.1 Latin/Hispanic (38.1)
20.1 Talk (48.9)
20.0 R&B (40.1)
19.3 Religious (46.9)
18.9 News (49.4)
18.5 Oldies (50.5)
16.7 Country (47.3)
Source: Prosper Insights & Analytics
Nexus Tablet
The percentage of Americans with this device is too small to worry about when planning your digital strategy.
2.3 New Age (40.7)
1.8 Sports (44.3)
1.7 Alternative (35.2)
1.7 Latin/Hispanic (38.1)
1.6 Blues (47)
1.4 Talk (48.9)
1.3 Hip-Hip (33.7)
1.3 News (49.4)
1.3 Top 40/Pop (38.7)
1.2 Classical (47.7)
1.2 Jazz (47.9)
1.2 Religious (46.9)
1.2 Rock (41.1)
1.1 R&B (40.1)
1.0 Oldies (50.5)
0.8 Country (47.3)
Source: Prosper Insights & Analytics
Nook eReader
The small group using this platform skews very much to the old side.
5.0 Talk (48.9)
4.5 Classical (47.7)
4.5 Country (47.3)
4.5 New Age (40.7)
4.4 Alternative (35.2)
4.4 News (49.4)
4.2 Jazz (47.9)
4.2 Top 40/Pop (38.7)
4.1 Rock (41.1)
3.8 Oldies (50.5)
3.6 Latin/Hispanic (38.1)
3.5 Blues (47)
3.5 Hip-Hip (33.7)
3.5 Religious (46.9)
3.4 Sports (44.3)
3.3 R&B (40.1)
Source: Prosper Insights & Analytics
Nook Tablet
Very odd mix of program styles and age groups at the top of the chart, but there aren’t many of them.
3.4 New Age (40.7)
3.1 Blues (47)
3.0 Top 40/Pop (38.7)
2.9 Country (47.3)
2.8 Talk (48.9)
2.7 Hip-Hip (33.7)
2.7 Jazz (47.9)
2.6 Classical (47.7)
2.6 News (49.4)
2.5 Sports (44.3)
2.4 Alternative (35.2)
2.3 Oldies (50.5)
2.2 Latin/Hispanic (38.1)
2.2 Religious (46.9)
2.2 R&B (40.1)
2.2 Rock (41.1)
Source: Prosper Insights & Analytics
Sony Reader
Another product that has not yet taken off, but finds by far its greatest penetration among New Age fans.
3.0 New Age (40.7)
1.9 Latin/Hispanic (38.1)
1.7 Blues (47)
1.7 Talk (48.9)
1.5 Classical (47.7)
1.5 News (49.4)
1.4 Alternative (35.2)
1.4 Religious (46.9)
1.4 Sports (44.3)
1.3 Jazz (47.9)
1.2 Top 40/Pop (38.7)
1.1 Oldies (50.5)
1.1 R&B (40.1)
1.0 Country (47.3)
1.0 Hip-Hip (33.7)
0.8 Rock (41.1)
Source: Prosper Insights & Analytics
Surface Tablet
The least used platform.
1.5 New Age (40.7)
1.0 Blues (47)
1.0 Jazz (47.9)
0.9 Alternative (35.2)
0.9 Latin/Hispanic (38.1)
0.7 Classical (47.7)
0.7 Talk (48.9)
0.7 Religious (46.9)
0.7 Sports (44.3)
0.6 Country (47.3)
0.6 Hip-Hip (33.7)
0.6 News (49.4)
0.6 Oldies (50.5)
0.6 Rock (41.1)
0.6 Top 40/Pop (38.7)
0.5 R&B (40.1)
Source: Prosper Insights & Analytics
Windows Phone
We recently reported that a radio chip will be activated by Windows – At the moment, that will be good news for Hispanic and noncom stations more than any other. But overall, there just aren’t that many of these devices in use yet.
4.2 Latin/Hispanic (38.1)
3.9 Blues (47)
3.7 Classical (47.7)
3.6 New Age (40.7)
3.6 Sports (44.3)
3.3 Alternative (35.2)
3.3 News (49.4)
3.2 Hip-Hip (33.7)
3.0 Jazz (47.9)
3.0 Religious (46.9)
3.0 Top 40/Pop (38.7)
2.8 R&B (40.1)
2.8 Rock (41.1)
2.7 Country (47.3)
2.7 Talk (48.9)
2.6 Oldies (50.5)
Source: Prosper Insights & Analytics
Windows Tablet
Another platform that needs to grow to become a factor in strategy development.
3.1 Blues (47)
2.8 New Age (40.7)
2.6 Classical (47.7)
2.6 Sports (44.3)
2.5 Talk (48.9)
2.3 Religious (46.9)
2.2 Jazz (47.9)
2.1 Latin/Hispanic (38.1)
2.0 News (49.4)
1.9 Hip-Hip (33.7)
1.8 R&B (40.1)
1.7 Oldies (50.5)
1.6 Alternative (35.2)
1.5 Top 40/Pop (38.7)
1.4 Country (47.3)
1.4 Rock (41.1)
Source: Prosper Insights & Analytics
Wireless Laptop
This is the biggest platform – usage is widespread, and it indicates that a strong website is an important feature for any radio station that wishes to engage its audience to the fullest extent possible.
57.1 Alternative (35.2)
56.1 Top 40/Pop (38.7)
54.9 Rock (41.1)
53.2 Hip-Hip (33.7)
52.8 Sports (44.3)
52.5 News (49.4)
52.0 Talk (48.9)
51.9 New Age (40.7)
51.8 R&B (40.1)
50.4 Classical (47.7)
50.3 Religious (46.9)
50.2 Blues (47)
50.0 Country (47.3)
49.7 Oldies (50.5)
49.4 Jazz (47.9)
48.2 Latin/Hispanic (38.1)
Source: Prosper Insights & Analytics
Wireless Notebook
The top of the list here is approaching double digits, and skews old – News and Talk stations should pay attention to this chart.
9.3 Blues (47)
9.3 Latin/Hispanic (38.1)
9.2 News (49.4)
9.1 Talk (48.9)
8.4 Sports (44.3)
8.3 Jazz (47.9)
8.2 Classical (47.7)
8.2 New Age (40.7)
7.9 Top 40/Pop (38.7)
7.7 Alternative (35.2)
7.2 Hip-Hip (33.7)
7.2 Rock (41.1)
7.0 Oldies (50.5)
6.6 Country (47.3)
6.6 R&B (40.1)
6.3 Religious (46.9)
Source: Prosper Insights & Analytics
None of the above
Country, Religious and Oldies fans are the least digitally-engaged, while Latin, Hip-Hop and Alternative fans are the most. But the takeaway is that all radio fans for the most part are in fact digitally engaged regardless of program preference. Ignore this fact of life at your peril!
5.7 Country (47.3)
5.3 Religious (46.9)
5.1 Oldies (50.5)
4.9 Classical (47.7)
4.7 Jazz (47.9)
4.5 Blues (47)
4.4 News (49.4)
4.2 Talk (48.9)
3.4 Rock (41.1)
3.3 R&B (40.1)
3.1 New Age (40.7)
2.7 Sports (44.3)
2.4 Top 40/Pop (38.7)
2.2 Latin/Hispanic (38.1)
2.1 Hip-Hip (33.7)
1.9 Alternative (35.2)
Source: Prosper Insights & Analytics
