MUST-READ: “The Infinite Dial 2014″

It was like telling the punch line at the beginning of the joke, when Edison Research VP Tom Webster began a well-attended webinar: “It’s hard to overstate the impact of the smartphone on the American consumer.”

“The Infinite Dial 2014” is #22 in an ongoing series researching consumer adoption of digital media. As Webster and Mike Agovino — COO of Triton Digital, which sponsored the study – narrated their presentation, they had plenty of good news for radio broadcasters.

But the undeniable headline was that those who merely-feed-audio-to-transmitters aren’t fishing where the fish are swimming-to.

ID-titleFREE: Click-to-download this study, fresh data with important implications for your work.

READ: The short version.

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One response to “MUST-READ: “The Infinite Dial 2014″

  1. Tom Edwards

    Quote:
    “A majority of online radio listeners say [a smartphone's] sound quality is better than AM/FM radio….”

    The write-up did not state specifically if the listening was done with the smartphone’s built-in speaker; through ear-buds; or through a car stereo via a conversion-connection of some kind. However, I observe many young people listening through the tinny, tiny little squawk boxes themselves (the smartphone’s internal speaker).

    Just as most people could not see any difference between Beta and VHS, most people cannot hear any difference between AM and FM. And if they’re listening through a speaker the size of a fifty-cent piece, their estimation of sound fidelity is worthless.

    Incidentally, was the question really posed to them to compare smartphone sound quality versus that of, quote, “AM/FM radio?” This proves my point, I’d say.

    Bottom line: With the exception of the small minority whose aural acuity is well above average, it is not audio fidelity that determines listenership, and it never has been. It’s content.

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