According to an international study published by Edison Research, Over-the-air radio is the preferred source of in-car entertainment around the world.
Almost all respondents (90%) say that a radio tuner should be a standard equipment in every car. This demand is general across all age groups, indicating strong demand among current and future car buyers.
The survey also reveals that the availability of a car stereo has a significant impact on car buying decisions: 82% of potential car buyers say they would be less likely to buy or rent a car that is not equipped with a car stereo. .
The survey – led by WorldDAB in partnership with Radioplayer and sponsored by the National Association of Broadcasters, USA, Commercial Radio Australia (Australia) and Xperi – surveyed a panel that had recently purchased or leased a car, or is planning to do so in the near future.
The study has been published in several countries with opinion polls in Australia, France, Germany, Italy, the United Kingdom and the United States.
When looking at the most common standard audio features in a car, having a wireless over-the-air receiver tuner ranks first for responders (rated “important” 89%), ahead of USB (rated “significant” 86%) and Bluetooth (rated “significant” by 86%) “Important” at 85%), which is vastly ahead of smartphone screen sharing technology (“mirroring”) (Android Auto rated “Important” at 65% and Apple CarPlay at 54%).
The daily consumption of radio programs by motorists is much higher than any other form of audio content. 65% of motorists questioned said they listen “often” to terrestrial radio in the car, while 23% have access to streaming music services and 15% listen to CDs.
Echoing these usage figures, a clear majority (80%) agree with the following statement: “Radio provides a better listening experience in the car than other types of audio sources.”
Respondents say the main reason they listen to radio is to access “news and information,” 63% said, followed by “listening to their favorite songs” (42%).
The vast majority of motorists do not want to pay for radio access: 93% say it is “important” that radio access is free as it currently is via analog and digital radio tuners.
The importance of free access to streaming has been underscored by motorists concerned about the costs of mobile plans to access streaming content: a clear majority (70%) of those who currently listen to audio on their mobile phones say they are “worried” about the amount of data they are using.
Car buyers were also asked what value-added features they would like to get from their car radios. The most cited was “the ability to search for radio stations using voice commands” (cited by 58% of respondents), followed by the provision of “information on radio content being listened to” (54%).
Radio consumption is very high among car buyers, with 89% reporting that they have listened to the radio in the past week and 76% reporting that they have been listening to the radio at least once a day.
The car remains the most common place to listen to the radio, with 89% of respondents citing it on average, while 75% listen at home and 39% from their workplace.
Source : An international study published by Edison Research
methodology: Edison Research has been commissioned by WorldDAB, in partnership with Radioplayer and supported by NAB, CRA and Xperi, to conduct national online surveys in Australia, France, Germany, Italy, UK and USA. The 6,287 respondents, who were evenly split across the six countries surveyed, said they had bought or rented a car in the past two years or intended to buy or rent a car in the next 12 months. Interviews were conducted between September 1 and September 21, 2021, and the data were weighted to match the most recent population estimates for each country by age, gender, ethnicity, and region where applicable.
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