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Wake Me Up! - The 2015 Country Radio Seminar Research Presentation

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This new research presentation from Edison Research was first debuted at the Country Radio Seminar, and is a comprehensive look at when and how we wake up, what we do and when, and our morning media habits.

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Wake Me Up! - The 2015 Country Radio Seminar Research Presentation

  1. 1. “Wake Me Up” CRS 2015 Research Presentation
  2. 2. Mornings
  3. 3. “Wake Me Up” Media Radio Waking Up Getting Ready On the Road At Work
  4. 4. “Wake Me Up” The “Wake Me Up” Study: 1540 online interviews Adults 18-54 Conducted on weekdays Respondents kept a diary of that morning’s behaviors In-home interviews conducted in Houston, Las Vegas, Scranton Man-on-the-street interviews conducted in downtown Las Vegas and Times Square
  5. 5. Waking Up
  6. 6. Waking up
  7. 7. Waking up 40% of Americans identify as a “morning person” 45% of Country Listeners identify as a “morning person”
  8. 8. 9 14 7 23 10 13 5 9 2 5 2 54 100 0 20 40 60 80 100 Before 5:00 5:30 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00 % waking at that time Cumulative total awake When did you wake up this morning? Base: Frequent Country Listeners
  9. 9. “Wake Me Up” An alarm woke you up 41% Your internal clock woke you up 31% Someone else woke you up 20% A pet woke you up 7% You were woken some other way 1% How did you wake up this morning? Base: Frequent Country Listeners
  10. 10. “Wake Me Up” An alarm woke you up 41% Your internal clock woke you up 31% Someone else woke you up 20% A pet woke you up 7% You were woken some other way 1% How did you wake up this morning? Base: Frequent Country Listeners
  11. 11. “Wake Me Up” A mobile device 45% Traditional alarm, set to beep or buzz 33% Traditional alarm, set to radio 16% Traditional alarm, set to another form of music 6% How did you wake up this morning? Alarm type used Base: Frequent Country Listeners
  12. 12. “Wake Me Up” Average time spent in bed after waking: 14minutes Three out of every four Country Listeners stay in bed when they first wake up Base: Frequent Country listeners; Did not get out of bed immediately after waking up 15% stay in bed for more than 30 mins
  13. 13. “Wake Me Up” 58 40 17 15 0 20 40 60 80 100 Any mobile device usage Any social network usage Any TV watching Any AM/FM listening Which of the following things did you do during the half hour after you woke up? Base: Frequent Country listeners; Did not get out of bed immediately after waking up
  14. 14. “Wake Me Up” 61 59 52 36 34 34 20 15 0 20 40 60 80 100 Alarm Clock Television Smartphone Radio Laptop Tablet Desktop Computer Landline Phone Which of the following devices do you have in your bedroom? Base: Frequent Country Listeners
  15. 15. “Wake Me Up” What is the first thing you did when you got out of bed this morning? Base: Frequent Country Listeners 40% Use the bathroom 11% Make coffee 11% Check on children 9% Check email 9% Get Dressed 5% Check phone for messages
  16. 16. “Wake Me Up” Be present during the first moments of the day “Wake Me Up”
  17. 17. “Wake Me Up” Be the alarm “Wake Me Up”
  18. 18. “Wake Me Up” You have a hardware problem “Wake Me Up”
  19. 19. Getting Ready
  20. 20. “Wake Me Up” The average Country listener performs 23 tasks on a weekday morning
  21. 21. Getting Ready
  22. 22. “Wake Me Up” Base: Frequent Country Listeners
  23. 23. “Wake Me Up” Use Social Network 77% Use mobile device 87% Check Weather 68% Audio Listening 69% Base: Frequent Country Listeners Use computer 76% Get Dressed 84% Eat Breakfast 69%
  24. 24. “Wake Me Up” 67 66 63 61 61 58 56 55 53 52 51 51 Use mobile device to check text messages Check Facebook Use computer to check email Take shower/bathe Drink coffee/tea Drink other beverage Style hair Prepare breakfast Any AM/FM listening Make your bed Check missed phone calls/make calls Check the news Please mark all the items you did at least once this morning? Page 1 Base: Frequent Country Listeners
  25. 25. “Wake Me Up” Base: Frequent Country Listeners Peak Period: 5:00a - 6:00a Feed/care for pet Take medication
  26. 26. “Wake Me Up” Base: Frequent Country Listeners Peak Period: 6:00a - 6:30a Get dressed Check Facebook Shower / bath Brush teeth Check Weather Wake children Shave
  27. 27. “Wake Me Up” Base: Frequent Country Listeners Peak Period: 6:30a - 7:00a Eat breakfast Work out Get kids ready Check news Check traffic
  28. 28. “Wake Me Up” Base: Frequent Country Listeners Peak Period: 7:00a - 7:30a Drink Coffee/tea Commute to work Check email (on mobile) Listen to AM/ FM Radio Take children to school
  29. 29. “Wake Me Up” Base: Frequent Country Listeners Peak Period: 7:30a - 8:00a Other drink Read the paper Household chores Pray
  30. 30. “Wake Me Up” Base: Frequent Country Listeners Peak Period: 8:00a - 8:30a Apply makeup Listen to audio (on mobile) Listen to audio (on computer)
  31. 31. “Wake Me Up” Base: Frequent Country Listeners Peak Period: 8:30a - 9:00a Check email (on computer) Watch video (on mobile device) Play with children School related tasks
  32. 32. “Wake Me Up” Base: Frequent Country Listeners Peak Period: 9:00a – 10:00a Check text messages Listen to internet- only radio Check missed calls/make calls Work related tasks
  33. 33. Coffee Talk
  34. 34. Michelob
  35. 35. “Wake Me Up” Arm your team with relevant info “Wake Me Up”
  36. 36. “Wake Me Up” Nod to their busy lives “Wake Me Up”
  37. 37. On the Road
  38. 38. On the Road
  39. 39. Base: Frequent Country Listeners The peak in-car hour is 7a-8a
  40. 40. “Wake Me Up” 1-10 23% 11-20 34% 21-30 22% 31-45 16% 46 or more 5% How long, in minutes, is your typical commute to work (one way)? Mean: 26 Minutes Base: Frequent Country listeners; Employed full or part time not inside the home
  41. 41. “Wake Me Up” Your own vehicle 87% Someone else's vehicle 6% Train/subway/bus 5% Another mode 2% Which of the following is your primary mode of transportation? Base: Frequent Country Listeners; Employed full or part time not inside home
  42. 42. “Wake Me Up” What percentage of commuters are alone in the car? Alone for the entire drive 86% With other people for at least part of the drive 14% Base: Frequent Country listeners; In a car between 5am and 10am
  43. 43. “Wake Me Up” 85 32 31 23 7 7 0 20 40 60 80 100 AM/FM Radio CDs Your own music collection Satellite Radio Podcasts Internet radio Which of these do you use in your car on weekdays between 5am and 10am? Base: Frequent Country listeners; In a car between 5am and 10am
  44. 44. “Wake Me Up” Radio is riding shotgun “Wake Me Up”
  45. 45. “Wake Me Up” Change your clock? “Wake Me Up”
  46. 46. At Work
  47. 47. 3 3 9 13 28 38 64 76 83 87 Before 5:00 5:30 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00 When are respondents at work? % at work by that time
  48. 48. “Wake Me Up” Are morning shows too long? “Wake Me Up”
  49. 49. Media In the Morning
  50. 50. Morning Radio
  51. 51. Morning Radio
  52. 52. “Wake Me Up” 73 66 60 45 45 41 39 39 36 34 34 34 29 0 20 40 60 80 100 Music Weather updates Funny, light topics in news Traffic updates Artists playing music live in the studio Contests Interactive listener features Politics and current events Celebrity news Prank phone calls Celebrity interviews Health, finance, life tips Love/relationship topics How much do you like hearing the following elements on your favorite morning radio show? Base: Frequent Country listeners; Listen to AM/FM radio weekday mornings % saying they like
  53. 53. “Wake Me Up” 88 86 82 81 70 70 66 62 0 20 40 60 80 100 News of the day Laughs Local connection Ideas for things to do around town What are you looking for in a radio morning program? Information for planning the day like traffic and weather Interesting stories you wouldn’t otherwise know/ “water cooler” topic Feeling like you have a relationship/friendship with the hosts Updates on things going on in the community Base: Frequent Country listeners ;Listen to AM/FM radio weekday mornings % saying yes
  54. 54. “Wake Me Up” “Morning Radio” finding goes here “Wake Me Up”
  55. 55. “Wake Me Up” Key findings and pull quotes go here.

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