Study: Bluetooth Devices Outnumber Smart Speakers And Radios In The Home. – insideradio.com
While the smart speaker garnered much of the headlines recently, especially during the early months of the pandemic when at-home workers tuned into radio via these voice-controlled devices, the Trojan Horse of audio listening may be through a Bluetooth connection.
Radio users, and those who are likely to be PPM panelists, are listening to audio via a Bluetooth connection, according to Ratings Prospects Study XIX (19) from NuVoodoo Media.
During a webinar revealing findings from the twice-a-year study, Executive VP of Research Analysis Lee Jacobs says it’s the first time they asked about Bluetooth enabled listening “because we kept picking it up in qualitative interviews… so we thought we’d better include this and get our finger on the pulse of that. Well, it’s a mammoth percentage.”
Among Gen Z (14-25) and Millennials (26-41), Jacobs reveals that 85% and 86%, respectively, say they have a Bluetooth-connected device in their home. Conversely, 66% of Gen Z and 77% of Millennials have an AM/FM radio in their home.
Focusing on those likely to carry a PPM, 88% have a Bluetooth device at home, the research reveals. Of those that are likely to participate in a ratings survey who listen to radio at least 60 minutes a day, 90% have more Bluetooth devices than radios at home. Even looking at the total sample of respondents, Bluetooth devices are the second most common household media device, trailing only TV. Meanwhile, smart speaker ownership has plateaued.
Bluetooth and auxiliary cords are prevalent in vehicles, especially as the Connected Dash is slow to roll out due to chip and production issues. However, audio is being consumed in cars via Bluetooth connections.
Jacobs says “well over half” of those surveyed have a vehicle audio system that they can connect to via Bluetooth or an aux cord.
This provides radio a chance to attract these consumers to listen to radio via these devices while driving. Respondents said “they’d listen more to radio stations they like if you advertise how to tune into the streaming version,” Jacobs says. “That’s 65% of the connected car owners and 57% of those who have if you will, a connectable car.”
Another interesting revelation from the study is how the respondents define “radio.” The question was posed: Which of these types of audio entertainment do you think of as radio? The majority (86%) of Gen X (42-54-year-olds) say radio is AM/FM broadcasts. Three-quarters of Millennials says the same, however nearly 60% of Gen Z respondents identify digital streaming providers such as Spotify, Apple Music, Amazon Music and Pandora as radio. Additionally, nearly half of Millennials identify SiriusXM as radio.
NuVoodoo’s Ratings Prospects Study XIX was fielded Jan. 4-5, interviewing 3,298 14-54-year-olds across all PPM markets.