Over the past few years, the music and radio industry has seen an influx of innovation and technology offering a new level of convenience to music lovers. One of these advancements is NextRadio, a cutting-edge app that allows consumers to listen to local radio stations using the FM chips in their smartphones. This app is a game-changer, addressing the need for portability among radio listeners. In a two-part study by Coleman Insights and knowDigital, the potential impact of NextRadio has been explored, highlighting the app’s potential in transforming FM radio into a truly mobile medium. This blog post delves deeper into the study’s findings and how NextRadio is set to revolutionize the way we consume radio.
NextRadio: A Game-Changer in the Radio Industry
The research, funded by the National Association of Broadcasters (NAB) and carried out in cooperation with Emmis Communications, focused on one-on-one interviews with smartphone owners aged between 20 and 39.
Addressing the Portability Needs of Radio Listeners
These interviews revealed that many consumers feel their ability to consume broadcast radio is limited due to lack of access to devices that can receive broadcast signals. Many reported limited access to radio outside of their cars, which led them to seek other sources of audio entertainment when not driving.
Transforming FM into a Truly Mobile Medium
However, upon introduction to NextRadio and its capabilities, these consumers expressed the belief that this app could change the game by making FM radio truly portable and accessible, even when engaged in other activities.
Industry Perspectives on NextRadio
Industry leaders have also weighed in on the potential of NextRadio. Coleman Insights president/chief operating officer Warren Kurtzman and knowDigital president Sam Milkman both see the app as a great opportunity to address the perceived lack of mobility in radio for younger consumers.
Similarly, NAB executive vice president of communications Dennis Wharton expressed his excitement about the potential for FM radio consumption on smartphones. In his view, consumers want radio, and they want it on the devices they carry with them everywhere.
Interested in learning more about the study’s findings? Visit www.ColemanInsights.com/NextRadio to watch a streaming video presentation featuring clips from the consumer interviews.
Stay tuned for the results of the second phase of the research, a national representative quantitative study on the interest of 18- to 49-year-old smartphone owners in NextRadio.
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