Data shows that 90% cars in India have Radio in them and with the growing traffic scenario in India the percentage of people listening to Radio is going to rise. Radio-in-car and Radio-in-home have a huge difference in their listenership ratio. The basic norm being that people listen to radio more at home is broken by the fact that people listen more to radio on the move in their cars and less at homes and there is data to prove the fact. Also the car provides these specific features –
- For drivers to and from work radio is much more important that at any other time, and is listened to more intently
- Radio meets, in the car, much more intensive needs that in any other situation, spanning the gamut of emotional, mood enhancing/changing, entertainment and information
- Drivers have knowledge of the stations they listen to frequently or occasionally, and random listening appears to be less common.
- The car allows for a wider range of stations listened to than elsewhere, because of the ease of changing station and the solitary situation.
- In the car, the listener is more captive and at home there are more diversions in the form of other activities.
- Also research proves that since the listener is more captivated in a car, he is sensitive to the kind of music he is listening to and pays good amount of attention.
Patterns of loyalty are exemplified by the following top line findings
- 34% of in-car listeners say they never change stations during journeys.
- Despite having nearly 6 presets available on an average, less than three are regularly used.
- Amongst those who switch stations, journey type has a large influence on behavior. In broad terms, the longer the journey the higher the average level of switching.
From the above data it is easy to conclude that listeners in cars are captivated more as compared to listeners at home. They tend to switch less and hear to songs, RJs and advertisements more intently with less scope of distraction.