2011 In Car-Presentation
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The document summarizes research on media usage and preferences in vehicles. It finds that while radio remains the most widely used and enjoyed in-vehicle media, there is growing adoption of digital devices like iPods and streaming services. Most consumers are open to new "telematics" features in cars like traffic alerts and vehicle diagnostics accessed through cell phones. Radio maintains its strong position despite increased digital options, though emerging platforms may threaten its dominance if radio does not embrace new technologies like HD.
2011 In Car-Presentation
- 1. The Road Ahead Media and Entertainment in the Car
- 2. How The Road Ahead Was Conducted 1,505 telephone interviews were conducted in July 2011 Nationally projectable sample of Scarborough respondents age 18+ Data tracked with Arbitron/Edison 2003 National In-Car study 96.5% of the sample had driven or ridden as a passenger in non-public transportation vehicles (car/truck/van, etc.) in the last month
- 3. The In-Car Media and Entertainment Landscape
- 4. More Time Reported Spent In-Car Than in 2003 16:23 Average Reported Time Spent In-Car (as Driver or Passenger) (Hours:Minutes) 15:08
- 5. Radio Dominated a Simpler In-Car Landscape in 2003 % Using Device In Primary Car (2003) Base: Driven/Ridden In a Car in Last Month - - - - - - - - Practically new in 2003
- 6. Radio Remains the King of In-Car Media in 2011 % Using Device In Primary Car (2011) Base: Driven/Ridden In a Car in Last Month Practically new in 2003 - - - - - - - -
- 7. Radio Remains the King of In-Car Media in 2011 Base: Driven/Ridden In a Car in Last Month Practically new in 2003 % Using Device In Primary Car (2011) Did not exist in 2003
- 8. In-Car AM/FM Radio Usage is Strongest in Key Buying Demos it Has Long Targeted Base: Driven/Ridden In a Car in Last Month % by Age Group Using AM/FM Radio In Primary Car
- 9. More than Half of 18-24s Use iPod/MP3 Players In-Car % by Age Group Using iPod/MP3 Player In Primary Car Base: Driven/Ridden In a Car in Last Month
- 10. Usage of Pandora In-Car Approaches One in Five Among 18-24s % by Age Group Using Pandora Stream via Cell/Mobile In Primary Car Base: Driven/Ridden In a Car in Last Month
- 11. AM/FM Radio Continues to Command the Most Time Spent In-Car Base: Driven/Ridden In a Car in Last Month 2011 2003 % Spending Most Time with Device/Platform In-Car
- 12. In-Car Listeners Spend Nearly Twice the Time With Radio vs. Other Audio Devices Combined “ Think about the time you spend in your primary car. What percent of the time would you say you listen to…” Base: Use at Least One Audio Device In-Car Average Self Reported Share of Time In-Car
- 13. AM/FM Radio Commands Most Time Spent With In-Car Media Among All Age Groups Average Self Reported Share of Time Spent In-Car with AM/FM Radio By Age Group Base: Use at Least One Audio Device In-Car Average Self Reported Share of Time In-Car
- 14. AM/FM Radio Is Still the Most Essential In-Car Device “ If you could ONLY EVER use ONE device in your primary car, which one device would you choose? ” Base: Driven/Ridden In a Car in Last Month 2011 2003
- 15. Passion for In-Car Media and Entertainment
- 16. Satellite Radio and iPod/MP3 Player Have the Highest “Love” Scores % of Users of Each Device Who “Love” Using Device/Platform In-Car Base: Use Device/Platform In Primary Car “ How much do you enjoy (using device/listening to platform) in your primary car?” (“5” = “Love It”; “1” = “Hate It”)
- 17. Higher "Love" Scores for AM/FM Content Distributed on New In-Car Technologies % of Users of Each Device Who “Love” Using Device/Platform In-Car Base: Use Device/Platform In Primary Car “ How much do you enjoy (using device/listening to platform) in your primary car?” (“5” = “Love It”; “1” = “Hate It”)
- 18. Number of Passionate Users: In-Car Devices/Digital Platforms (Percent of Users) x (Percent Who “Love it”) Number of Passionate Users =
- 19. AM/FM Radio Has the Highest Number of Passionate Users Among In-Car Media Passionate Users = (% Who Use In-Car) x (% “Love”) Base: Driven/Ridden In a Car in Last Month
- 20. In-Car AM/FM Radio Lovers More Likely to be Women and in Prime 25-54 Buying Demo Composition of People who “Love” In-Car AM/FM Radio
- 21. Six in 10 In-Car AM/FM Radio Lovers are Employed Employment Status of Those Who “ Love” Listening to AM/FM Radio In-Car Base: People who “Love” In-Car AM/FM Radio cross tabbed with Scarborough USA+ 2010 Release 1
- 22. About One in Three In-Car AM/FM Radio Lovers Have Household Incomes of $75k+ Annual Household Income of Those Who “ Love” Listening to AM/FM Radio In-Car Base: People who “Love” In-Car AM/FM Radio cross tabbed with Scarborough USA+ 2010 Release 1
- 23. More than One in Five In-Car AM/FM Radio Lovers Are College Graduates Education Level of Those Who “ Love” Listening to AM/FM Radio In-Car Base: People who “Love” In-Car AM/FM Radio cross tabbed with Scarborough USA+ 2010 Release 1
- 25. Few Radio Listeners Frequently Change Stations While in Their Car “ Think about the radio listening you do while you are in your primary car, how often would you say you change the station?” Base: Use AM/FM Radio in Primary Car
- 26. 18-34s More Likely to Change Stations Frequently While In-Car % Who Frequently Change Stations While in Their Primary Car Base: Use AM/FM Radio in Primary Car
- 27. Radio Reaches the Most Consumers Right Before They Buy Base: Bought something at supermarket, department store, or any other type of store in past 24 hours % Who Used Medium Within 30 Minutes of Last Purchase
- 28. Cell Phone Use In-Car
- 29. Only a Small Fraction Use their Cell Phone to Frequently Make Calls While In-Car % of Total Times In a Car Using Cell Phone to Make Phone Calls Base: Driven/Ridden In a Car in Last Month
- 30. Most Still Hold the Cell Phone To Their Ear When Making Calls In-Car “ Which of the following ways do you most often make calls on your cell phone in your primary car?” Base: Use Cell Phone In-Car
- 31. Interest in New In-Car Technologies
- 32. Majority Interested In Many In-Car “Telematics” Features 69% % “Somewhat” or “Very” Interested in New In-Car Features Base: Driven/Ridden In a Car in Last Month Accident response feature Stolen vehicle recovery system Parked vehicle tampering notification Built-In vehicle diagnostic/maintenance reporting system Live operator assistance page 1 Remote door unlocking in case of lost keys or locked in car 67% 64% 63% 51% 51% 50% Very Interested Somewhat Interested Upload driving data for insurance discount
- 33. Majority Interested In Several In-Car “Telematics” Features 49% Cell phone application to control car doors/lights/engine Remote service to activate horn/lights to find parked car Voice-control of car stereo Button for automatic local weather reports Connecting cell phone to dashboard to interact w/ apps Live personal advisor service for restaurant reservations, travel, etc. Automated real-time traffic alerts sent to phone/email 45% 44% 42% 41% 38% 22% page 2 Base: Driven/Ridden In a Car in Last Month Hands-free cell phone calling in mirror 49% Very Interested Somewhat Interested % “Somewhat” or “Very” Interested in New In-Car Features
- 34. Significant Interest in Many New In-Car Media and Entertainment Choices Base: Driven/Ridden In a Car in Last Month Pause, rewind, and replay radio Built-in wireless Internet access Separate front and backseat tuning and volume Text message and email reader Built-in Internet radio device Button to get more information re: radio advertiser 41% 40% 39% 36% 36% 27% Very Interested Somewhat Interested % “Somewhat” or “Very” Interested in New In-Car Features
- 35. Takeaways
- 36. Takeaways As was the case in 2003, the in-car landscape is once again becoming far more complex with a myriad of new technologies and devices being launched
- 37. Takeaways Current users of in-car digital technologies exhibit significant passion for these products
- 38. Takeaways Radio remains the king of all in-car media despite proliferation of new technology AM/FM Radio’s ongoing strength in-car is not a “license” to be complacent Digital platforms are crucial to protecting radio’s in-car franchise HD Radio retains the potential to provide the “wow” factor for AM/FM in-car Radio
- 39. Free Copies of The Road Ahead www.edisonresearch.com www.arbitron.com www.scarborough.com
- 40. The Road Ahead Media and Entertainment in the Car