DAB receiver sales pass 166 million as digital radio expands globally
Cumulus Media’s Westwood One reported that Nielsen revealed the findings of its fifth consumer tracking study since the pandemic. Neilsen held a client webinar on Mar. 31 to present the information from a survey of 1,009 Americans 18 and older, conducted March 11–15, 2021.
Of note was the rebounding of American consumerism, as well as the rise of time spent in a vehicle. Spending was higher amongst AM/FM radio listeners (versus TV watchers). A key takeaway from this report, said Westwood One, is that “AM/FM radio is the soundtrack of America’s recovery and spending resurgence.”
The company detailed 10 things to know about the Nielsen findings:
- Six in 10 Americans now fall into the optimistic “ready to go” segment, a one-year high.
- “Ready to go” consumers spend strongly across a wide array of categories and are more likely to be AM/FM radio listeners.
- Among those employed, two-thirds now work outside the home, up nearly +70% since April 2020.
- Those spending 1+ hour in vehicles is up 150% since April 2020.
- The number of American schoolchildren attending in person classes is up from October. Nine in ten say AM/FM radio is on during the drive to school.
- In the past week, heavy AM/FM radio listeners were 14% more likely to purchase across 21 categories.
- Versus heavy TV viewers, purchase intentions among heavy AM/FM radio listeners are 36% greater.
- Heavy AM/FM radio listeners are 18% more likely than heavy TV viewers to make a major auto purchase in the next 12 months.
- Consumers are bullish: 53% say the economy will improve in the next six months and only 19% say it will worsen.
- On the retail shopping front, consumers say they will return to stores with less curbside pickup and delivery and more e-commerce.
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