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The Road Ahead
Media and Entertainment in the Car
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




© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 2
The In-Car Media and
Entertainment Landscape
More Time Reported
           Spent In-Car Than in 2003
            Average Reported Time Spent In-Car (as Driver or Passenger)
            (Hours:Minutes)

                                                            16:23
                                               15:08
                                                            4:08
                                                 4:08
                                                                          Weekends
                                                                          Weekdays




                                               11:00        12:15




                                                 2003       2011

© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 4
Radio Dominated a Simpler
           In-Car Landscape in 2003
            % Using Device In Primary Car (2003)
                                                            AM/FM Radio                                                      96%
                                                               CD Player                                       56%
                                                              Cell Phone                                 44%
                                                             GPS System        3%
                             iPod/MP3 Player                                   3%
                                                                                                                     Practically new
                              Cassette Player                                                            47%
                                                                                                                     in 2003
                                    DVD Player                                  6%
                                 Satellite Radio                              1%
         Pandora Stream via Cell/Mobile Device  -
                            Built-In Hard Drive -
          AM/FM Stream via Cell/Mobile Device   -
                                                -
                                    GM OnStar
                                                -
                                      HD Radio  -
     Non-Pandora Stream via Cell/Mobile Device  -
                                     Ford Sync  -



© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 5
                                                            Base: Driven/Ridden In a Car in Last Month
Radio Remains the King of
           In-Car Media in 2011
            % Using Device In Primary Car (2011)
                                  AM/FM Radio                                                                        84%
                                      CD Player                                                                68%
                                     Cell Phone                                                          50%
                                   GPS System                                                     36%
                             iPod/MP3 Player                                               24%
                              Cassette Player                                     11%                           Practically new
                                    DVD Player                                    11%                           in 2003
                                  Audio Books                                    9%
                                 Satellite Radio                                 8%
         Pandora Stream via Cell/Mobile Device -                                6%
                            Built-In Hard Drive-                               5%
          AM/FM Stream via Cell/Mobile Device  -                               4%
                                               -
                                    GM OnStar                                  4%
                                               -
                                      HD Radio -                              2%
     Non-Pandora Stream via Cell/Mobile Device -                              2%
                                     Ford Sync -                              1%


© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 6
                                                            Base: Driven/Ridden In a Car in Last Month
Radio Remains the King of
           In-Car Media in 2011
            % Using Device In Primary Car (2011)
                                  AM/FM Radio                                                                          84%
                                      CD Player                                                                  68%
                                     Cell Phone                                                           50%
                                   GPS System                                                     36%
                             iPod/MP3 Player                                               24%
                              Cassette Player                                     11%                              Practically new
                                    DVD Player                                    11%                              in 2003
                                  Audio Books                                    9%
                                 Satellite Radio                                 8%
         Pandora Stream via Cell/Mobile Device                                  6%
                            Built-In Hard Drive                                5%
          AM/FM Stream via Cell/Mobile Device                                  4%
                                    GM OnStar                                  4%                        Did not exist in 2003
                                      HD Radio                                2%
     Non-Pandora Stream via Cell/Mobile Device                                2%
                                     Ford Sync                                1%


© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 7
                                                            Base: Driven/Ridden In a Car in Last Month
In-Car AM/FM Radio Usage is Strongest in
           Key Buying Demos it Has Long Targeted

            % by Age Group Using AM/FM Radio In Primary Car
                                                                    89%              91%
                                                    85%                                                  86%
                        78%
                                                                                                                 73%




                      18-24                       25-34           35-44             45-54                55-64   65+

© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 8
                                                            Base: Driven/Ridden In a Car in Last Month
More than Half of 18-24s
           Use iPod/MP3 Players In-Car

            % by Age Group Using iPod/MP3 Player In Primary Car




                        55%


                                                     36%
                                                                     28%

                                                                                       17%
                                                                                                         10%
                                                                                                                 3%


                      18-24                        25-34            35-44            45-54               55-64   65+


© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 9
                                                            Base: Driven/Ridden In a Car in Last Month
Usage of Pandora In-Car Approaches
           One in Five Among 18-24s

            % by Age Group Using Pandora Stream via Cell/Mobile In Primary Car




                         19%

                                                       6%             7%
                                                                                        3%                2%     1%

                       18-24                        25-34           35-44             45-54              55-64   65+


© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 10
                                                            Base: Driven/Ridden In a Car in Last Month
AM/FM Radio Continues to
           Command the Most Time Spent In-Car
            % Spending Most Time with Device/Platform In-Car


                                                 2003                                                          2011
                                                                                                        None
                           None                                                                          6%
                                                                                                   Other
                            4%                                                                      4%
                   Other                                                                  GPS
                    3%                                                                    2%
          Cassette                                                                     Satellite
           Player                                                                       Radio
            3%                                                          AM/FM                                         AM/FM
                                                                                         6%
                                                                        Radio                                         Radio
                                                                                      iPod/MP3
                                                                         76%                                           62%
           CD Player                                                                     6%
             12%

                                                                                        CD Player
              Talk on Cell                                                                 9%
                Phone
                  2%                                                                         Talk on Cell
                                                                                               Phone
                                                                                                 5%




© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 11
                                                            Base: Driven/Ridden In a Car in Last Month
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…”

                                                               HD Radio Built-in
                                                                 1%    Hard Drive
                                                                          1%
                                                            SiriusXM
                                                               5%

                                            Digital audio
                                           using iPod/cell
                                               phone                                                          AM/FM Radio
                                                 8%                                                               64%




                                                  CD Player
                                                    21%




                                                                 Base: Use at Least One Audio Device In-Car
© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 12                                                         Average Self Reported Share of Time In-Car
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

                                                                                      72%
                                                                                                         67%     69%
                                                     61%            63%

                        50%




                      18-24                        25-34           35-44            45-54                55-64   65+

                                                            Base: Use at Least One Audio Device In-Car
© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 13                                                    Average Self Reported Share of Time In-Car
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?”

                                           2003                                                                  2011
                                                                                                       Other
                                                                                                       12%
                                                                                             GPS
                  Other                                                                      4%
                   7%
                                                                                      SiriusXM
                                                                                         6%
      Talk on Cell
        Phone                                                      AM/FM                                                AM/FM
          8%                                                       Radio             iPod/MP3                           Radio
                                                                    71%                 8%                               51%


           CD Player
                                                                                      Talk on Cell
             14%
                                                                                        Phone
                                                                                          10%
                                                                                                     CD Player
                                                                                                        9%




© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 14
                                                            Base: Driven/Ridden In a Car in Last Month
Passion for In-Car
Media and Entertainment
Satellite Radio and iPod/MP3 Player
           Have the Highest “Love” Scores
            % of Users of Each Device Who “Love” Using Device/Platform In-Car
                                                  Satellite Radio                                                         54%
                                               iPod/MP3 Player                                                   45%
                                                     Audio Books                                         38%
                                                     GPS System                                          37%
                                                            HD Radio                                     37%
           Pandora Stream via Cell/Mobile Device                                                       34%
                                                       DVD Player                                  32%
               AM/FM Stream via Cell/Mobile Device                                                30%
                                             Built-In Hard Drive                                  30%
                                                              OnStar                             29%           “How much do you enjoy (using
                                                                                                                device/listening to platform) in
                                                     AM/FM Radio                                 28%                 your primary car?”
                                                            CD Player                      23%                      (“5” = “Love It”; “1” = “Hate It”)

    Non-Pandora Stream via Cell/Mobile Device                                             22%
                                                Cassette Player                     16%


© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 16
                                                                 Base: Use Device/Platform In Primary Car
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
                                                  Satellite Radio                                                        54%
                                               iPod/MP3 Player                                                  45%
                                                     Audio Books                                         38%
                                                     GPS System                                         37%
                                                            HD Radio                                    37%
           Pandora Stream via Cell/Mobile Device                                                       34%
                                                       DVD Player                                  32%
               AM/FM Stream via Cell/Mobile Device                                               30%
                                             Built-In Hard Drive                                 30%
                                                              OnStar
                                                                                                              “How much do you enjoy (using
                                                                                                 29%
                                                                                                               device/listening to platform) in
                                                     AM/FM Radio                                28%                 your primary car?”
                                                            CD Player                      23%                     (“5” = “Love It”; “1” = “Hate It”)

    Non-Pandora Stream via Cell/Mobile Device                                             22%
                                                Cassette Player                     16%


© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 17
                                                                 Base: Use Device/Platform In Primary Car
Number of Passionate Users:
           In-Car Devices/Digital Platforms



   (Percent of Users) x (Percent Who “Love it”)

                                                            =

                                      Number of Passionate Users



© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 18
AM/FM Radio Has the Highest Number of
           Passionate Users Among In-Car Media
          Passionate Users = (% Who Use In-Car) x (% “Love”)

                                                AM/FM Radio                                                   23%
                                                    CD Player                                     15%
                                                GPS System                                    13%
                                          iPod/MP3 Player                                 11%
                                             Satellite Radio                 4%
                                                Audio Books                  4%
                                                  DVD Player               3%
      Pandora Stream via Cell/Mobile Device                             2%
                                          Cassette Player               2%
                                       Built-In Hard Drive            1%
         AM/FM Stream via Cell/Mobile Device                          1%
                                                            OnStar    1%
                                                      HD Radio        1%



© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 19
                                                                 Base: Driven/Ridden In a Car in Last Month
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

                                                                            25-34
                                                                             15%        35-44
                                                                                         19%

                                                                    18-24
                                                                     14%
     Men                                                    Women
     41%                                                     59%


                                                                                            45-54
                                                                     65+                     25%
                                                                     11%

                                                                                55-64
                                                                                 16%


© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 20
Six in 10 In-Car AM/FM Radio
           Lovers are Employed
           Employment Status of Those Who
           “Love” Listening to AM/FM Radio In-Car




                                                                                                                Employed
                                        Not                                                                    Full or Part-
                                      Employed                                                                     time
                                        39%                                                                        61%




© 2011 Arbitron Inc./Edison Research/Scarborough Research   Base: People who “Love” In-Car AM/FM Radio cross
Slide 21                                                      tabbed with Scarborough USA+ 2010 Release 1
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


                                                     $35-$74K
                                                       38%




                                                                                                           $75K+
                                                                                                            30%




                                                    Under $35K
                                                       32%


© 2011 Arbitron Inc./Edison Research/Scarborough Research   Base: People who “Love” In-Car AM/FM Radio cross
Slide 22                                                      tabbed with Scarborough USA+ 2010 Release 1
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
                                                                                                  College
                                                                                                   Grad+
                                                                                                    22%



                                         High
                                       School or
                                         Less
                                         43%

                                                                                                          Some
                                                                                                         College
                                                                                                           35%




© 2011 Arbitron Inc./Edison Research/Scarborough Research   Base: People who “Love” In-Car AM/FM Radio cross
Slide 23                                                      tabbed with Scarborough USA+ 2010 Release 1
AM/FM Radio In-Car
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?”




                       2003                    20%                   36%                            42%




                       2011                       24%                  32%                          42%



                                                    Frequently    Occasionally      Mostly Leave Tuned to One Station



© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 25
                                                             Base: Use AM/FM Radio in Primary Car
18-34s More Likely to Change
           Stations Frequently While In-Car
           % Who Frequently Change Stations While in Their Primary Car




                                         34%
                                                                            26%
                                                                                                   11%


                                        18-34                              35-54                   55+



© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 26
                                                            Base: Use AM/FM Radio in Primary Car
Radio Reaches the Most Consumers
           Right Before They Buy
           % Who Used Medium Within 30 Minutes of Last Purchase


                                                Listen to Radio                                                    53%

            See advertising on a billboard                                                                  35%

                                                            Watch TV                                 28%

                                              Use the Internet                               19%

                Read or look in a newspaper                                               15%

                   Read or look in a magazine                                          12%



© 2011 Arbitron Inc./Edison Research/Scarborough Research
                                                            Base: Bought something at supermarket, department
Slide 27                                                      store, or any other type of store in past 24 hours
Cell Phone Use In-Car
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

                                                                                           Some of the
                                                                                             Times
                                           Almost All                                         43%
                                             of the
                                             Times
                                               6%



                                         Do Not
                                        Own/Use
                                       Cell Phone
                                           14%
                                                                                                   Almost
                                                                                                   Never
                                                                                                    37%

© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 29
                                                            Base: Driven/Ridden In a Car in Last Month
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?”




                                                                                                59%

                                                                   25%
                                  10%


              Via wired handset                             Via a Bluetooth                Holding the cell
                  or earbuds                                  connection                  phone to your ear



© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 30
                                                            Base: Use Cell Phone In-Car
Interest in New
In-Car Technologies
Majority Interested In Many
           In-Car “Telematics” Features
            % “Somewhat” or “Very” Interested in New In-Car Features                                                              page 1



                                    Accident response feature                      32%                    37%               69%


                          Stolen vehicle recovery system                         28%                     39%                67%


               Parked vehicle tampering notification                             29%                     36%           64%

                     Remote door unlocking in case of
                            lost keys or locked in car                           29%                     34%          63%

          Built-In vehicle diagnostic/maintenance
                                 reporting system                                28%               23%         51%


                                       Live operator assistance                  28%               23%         51%

                                          Upload driving data for
                                                                               22%               28%           50%
                                             insurance discount
                                                                                Somewhat Interested       Very Interested

© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 32
                                                            Base: Driven/Ridden In a Car in Last Month
Majority Interested In Several
           In-Car “Telematics” Features
            % “Somewhat” or “Very” Interested in New In-Car Features                                                        page 2




                 Hands-free cell phone calling in mirror                        25%                24%          49%

                    Cell phone application to control car
                                     doors/lights/engine                         26%                23%         49%

                                      Voice-control of car stereo               25%               20%          45%

             Remote service to activate horn/lights to
                                      find parked car                           24%              20%       44%

                  Automated real-time traffic alerts sent
                                        to phone/email                           26%             16%       42%

                        Button for automatic local weather
                                                   reports                      25%             16%       41%

                Connecting cell phone to dashboard to
                                      interact w/ apps                         22%            16%        38%

       Live personal advisor service for restaurant
                          reservations, travel, etc.                         16%      6% 22%

                                                                                Somewhat Interested       Very Interested

© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 33
                                                            Base: Driven/Ridden In a Car in Last Month
Significant Interest in Many New
           In-Car Media and Entertainment Choices
            % “Somewhat” or “Very” Interested in New In-Car Features

               Pause, rewind, and replay radio                               23%             18%            41%

             Built-in wireless Internet access                              22%             18%            40%

                     Separate front and backseat                                                          39%
                              tuning and volume                             21%            18%


               Text message and email reader                               19%           18%             36%

                     Built-in Internet radio device                          24%           13%       36%

                Button to get more information                                                27%
                           re: radio advertiser                            19%        8%

                                                                           Somewhat Interested           Very Interested

© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 34
                                                            Base: Driven/Ridden In a Car in Last Month
Takeaways
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




© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 36
Takeaways



             Current users of in-car digital
             technologies exhibit significant passion
             for these products




© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 37
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


© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 38
Free Copies of The Road Ahead


                                      www.arbitron.com

             www.edisonresearch.com

                      www.scarborough.com

© 2011 Arbitron Inc./Edison Research/Scarborough Research
Slide 39
The Road Ahead
Media and Entertainment in the Car

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The Road Ahead - Media And Entertainment In The Car 2011 from Edison Research

  • 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 © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 2
  • 3. The In-Car Media and Entertainment Landscape
  • 4. More Time Reported Spent In-Car Than in 2003 Average Reported Time Spent In-Car (as Driver or Passenger) (Hours:Minutes) 16:23 15:08 4:08 4:08 Weekends Weekdays 11:00 12:15 2003 2011 © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 4
  • 5. Radio Dominated a Simpler In-Car Landscape in 2003 % Using Device In Primary Car (2003) AM/FM Radio 96% CD Player 56% Cell Phone 44% GPS System 3% iPod/MP3 Player 3% Practically new Cassette Player 47% in 2003 DVD Player 6% Satellite Radio 1% Pandora Stream via Cell/Mobile Device - Built-In Hard Drive - AM/FM Stream via Cell/Mobile Device - - GM OnStar - HD Radio - Non-Pandora Stream via Cell/Mobile Device - Ford Sync - © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 5 Base: Driven/Ridden In a Car in Last Month
  • 6. Radio Remains the King of In-Car Media in 2011 % Using Device In Primary Car (2011) AM/FM Radio 84% CD Player 68% Cell Phone 50% GPS System 36% iPod/MP3 Player 24% Cassette Player 11% Practically new DVD Player 11% in 2003 Audio Books 9% Satellite Radio 8% Pandora Stream via Cell/Mobile Device - 6% Built-In Hard Drive- 5% AM/FM Stream via Cell/Mobile Device - 4% - GM OnStar 4% - HD Radio - 2% Non-Pandora Stream via Cell/Mobile Device - 2% Ford Sync - 1% © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 6 Base: Driven/Ridden In a Car in Last Month
  • 7. Radio Remains the King of In-Car Media in 2011 % Using Device In Primary Car (2011) AM/FM Radio 84% CD Player 68% Cell Phone 50% GPS System 36% iPod/MP3 Player 24% Cassette Player 11% Practically new DVD Player 11% in 2003 Audio Books 9% Satellite Radio 8% Pandora Stream via Cell/Mobile Device 6% Built-In Hard Drive 5% AM/FM Stream via Cell/Mobile Device 4% GM OnStar 4% Did not exist in 2003 HD Radio 2% Non-Pandora Stream via Cell/Mobile Device 2% Ford Sync 1% © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 7 Base: Driven/Ridden In a Car in Last Month
  • 8. In-Car AM/FM Radio Usage is Strongest in Key Buying Demos it Has Long Targeted % by Age Group Using AM/FM Radio In Primary Car 89% 91% 85% 86% 78% 73% 18-24 25-34 35-44 45-54 55-64 65+ © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 8 Base: Driven/Ridden In a Car in Last Month
  • 9. More than Half of 18-24s Use iPod/MP3 Players In-Car % by Age Group Using iPod/MP3 Player In Primary Car 55% 36% 28% 17% 10% 3% 18-24 25-34 35-44 45-54 55-64 65+ © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 9 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 19% 6% 7% 3% 2% 1% 18-24 25-34 35-44 45-54 55-64 65+ © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 10 Base: Driven/Ridden In a Car in Last Month
  • 11. AM/FM Radio Continues to Command the Most Time Spent In-Car % Spending Most Time with Device/Platform In-Car 2003 2011 None None 6% Other 4% 4% Other GPS 3% 2% Cassette Satellite Player Radio 3% AM/FM AM/FM 6% Radio Radio iPod/MP3 76% 62% CD Player 6% 12% CD Player Talk on Cell 9% Phone 2% Talk on Cell Phone 5% © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 11 Base: Driven/Ridden In a Car in Last Month
  • 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…” HD Radio Built-in 1% Hard Drive 1% SiriusXM 5% Digital audio using iPod/cell phone AM/FM Radio 8% 64% CD Player 21% Base: Use at Least One Audio Device In-Car © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 12 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 72% 67% 69% 61% 63% 50% 18-24 25-34 35-44 45-54 55-64 65+ Base: Use at Least One Audio Device In-Car © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 13 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?” 2003 2011 Other 12% GPS Other 4% 7% SiriusXM 6% Talk on Cell Phone AM/FM AM/FM 8% Radio iPod/MP3 Radio 71% 8% 51% CD Player Talk on Cell 14% Phone 10% CD Player 9% © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 14 Base: Driven/Ridden In a Car in Last Month
  • 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 Satellite Radio 54% iPod/MP3 Player 45% Audio Books 38% GPS System 37% HD Radio 37% Pandora Stream via Cell/Mobile Device 34% DVD Player 32% AM/FM Stream via Cell/Mobile Device 30% Built-In Hard Drive 30% OnStar 29% “How much do you enjoy (using device/listening to platform) in AM/FM Radio 28% your primary car?” CD Player 23% (“5” = “Love It”; “1” = “Hate It”) Non-Pandora Stream via Cell/Mobile Device 22% Cassette Player 16% © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 16 Base: Use Device/Platform In Primary Car
  • 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 Satellite Radio 54% iPod/MP3 Player 45% Audio Books 38% GPS System 37% HD Radio 37% Pandora Stream via Cell/Mobile Device 34% DVD Player 32% AM/FM Stream via Cell/Mobile Device 30% Built-In Hard Drive 30% OnStar “How much do you enjoy (using 29% device/listening to platform) in AM/FM Radio 28% your primary car?” CD Player 23% (“5” = “Love It”; “1” = “Hate It”) Non-Pandora Stream via Cell/Mobile Device 22% Cassette Player 16% © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 17 Base: Use Device/Platform In Primary Car
  • 18. Number of Passionate Users: In-Car Devices/Digital Platforms (Percent of Users) x (Percent Who “Love it”) = Number of Passionate Users © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 18
  • 19. AM/FM Radio Has the Highest Number of Passionate Users Among In-Car Media Passionate Users = (% Who Use In-Car) x (% “Love”) AM/FM Radio 23% CD Player 15% GPS System 13% iPod/MP3 Player 11% Satellite Radio 4% Audio Books 4% DVD Player 3% Pandora Stream via Cell/Mobile Device 2% Cassette Player 2% Built-In Hard Drive 1% AM/FM Stream via Cell/Mobile Device 1% OnStar 1% HD Radio 1% © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 19 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 25-34 15% 35-44 19% 18-24 14% Men Women 41% 59% 45-54 65+ 25% 11% 55-64 16% © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 20
  • 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 Employed Not Full or Part- Employed time 39% 61% © 2011 Arbitron Inc./Edison Research/Scarborough Research Base: People who “Love” In-Car AM/FM Radio cross Slide 21 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 $35-$74K 38% $75K+ 30% Under $35K 32% © 2011 Arbitron Inc./Edison Research/Scarborough Research Base: People who “Love” In-Car AM/FM Radio cross Slide 22 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 College Grad+ 22% High School or Less 43% Some College 35% © 2011 Arbitron Inc./Edison Research/Scarborough Research Base: People who “Love” In-Car AM/FM Radio cross Slide 23 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?” 2003 20% 36% 42% 2011 24% 32% 42% Frequently Occasionally Mostly Leave Tuned to One Station © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 25 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 34% 26% 11% 18-34 35-54 55+ © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 26 Base: Use AM/FM Radio in Primary Car
  • 27. Radio Reaches the Most Consumers Right Before They Buy % Who Used Medium Within 30 Minutes of Last Purchase Listen to Radio 53% See advertising on a billboard 35% Watch TV 28% Use the Internet 19% Read or look in a newspaper 15% Read or look in a magazine 12% © 2011 Arbitron Inc./Edison Research/Scarborough Research Base: Bought something at supermarket, department Slide 27 store, or any other type of store in past 24 hours
  • 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 Some of the Times Almost All 43% of the Times 6% Do Not Own/Use Cell Phone 14% Almost Never 37% © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 29 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?” 59% 25% 10% Via wired handset Via a Bluetooth Holding the cell or earbuds connection phone to your ear © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 30 Base: Use Cell Phone In-Car
  • 31. Interest in New In-Car Technologies
  • 32. Majority Interested In Many In-Car “Telematics” Features % “Somewhat” or “Very” Interested in New In-Car Features page 1 Accident response feature 32% 37% 69% Stolen vehicle recovery system 28% 39% 67% Parked vehicle tampering notification 29% 36% 64% Remote door unlocking in case of lost keys or locked in car 29% 34% 63% Built-In vehicle diagnostic/maintenance reporting system 28% 23% 51% Live operator assistance 28% 23% 51% Upload driving data for 22% 28% 50% insurance discount Somewhat Interested Very Interested © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 32 Base: Driven/Ridden In a Car in Last Month
  • 33. Majority Interested In Several In-Car “Telematics” Features % “Somewhat” or “Very” Interested in New In-Car Features page 2 Hands-free cell phone calling in mirror 25% 24% 49% Cell phone application to control car doors/lights/engine 26% 23% 49% Voice-control of car stereo 25% 20% 45% Remote service to activate horn/lights to find parked car 24% 20% 44% Automated real-time traffic alerts sent to phone/email 26% 16% 42% Button for automatic local weather reports 25% 16% 41% Connecting cell phone to dashboard to interact w/ apps 22% 16% 38% Live personal advisor service for restaurant reservations, travel, etc. 16% 6% 22% Somewhat Interested Very Interested © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 33 Base: Driven/Ridden In a Car in Last Month
  • 34. Significant Interest in Many New In-Car Media and Entertainment Choices % “Somewhat” or “Very” Interested in New In-Car Features Pause, rewind, and replay radio 23% 18% 41% Built-in wireless Internet access 22% 18% 40% Separate front and backseat 39% tuning and volume 21% 18% Text message and email reader 19% 18% 36% Built-in Internet radio device 24% 13% 36% Button to get more information 27% re: radio advertiser 19% 8% Somewhat Interested Very Interested © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 34 Base: Driven/Ridden In a Car in Last Month
  • 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 © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 36
  • 37. Takeaways Current users of in-car digital technologies exhibit significant passion for these products © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 37
  • 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 © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 38
  • 39. Free Copies of The Road Ahead www.arbitron.com www.edisonresearch.com www.scarborough.com © 2011 Arbitron Inc./Edison Research/Scarborough Research Slide 39
  • 40. The Road Ahead Media and Entertainment in the Car