ROCK RADIO LISTENERS LIKE
SATELLITE, BUT GROWTH SLOWS
From the 2006 to 2007, the numbers are essentially unchanged—about 12% of rock radio listeners subscribe to XM, Sirius or both services. Men and 30-39 year-olds are most apt to be satellite radio customers.
Among those who have not bought either service to date, only 9% say they are very likely to subscribe to XM or Sirius in 2007, with the latter having a slight edge. Likely purchasing is down from 12% in the 2006 study.
The entire report on satellite radio, including statistics and graphs, can be found at www.jacobsmedia.com/tech3_satellite.htm
Key findings:
*Sirius clearly has the greater momentum and overall satisfaction scores, with 61% of subscribers positive about the service.
*Just over half (54%) of subscribers say they will "absolutely continue to subscribe" through the year.
*Satellite radio subscribers devote a significant portion of their overall radio listening to the service, but still end up spending more time with terrestrial radio.
*The music channels, commercial-free programming, and listening while traveling are the main drivers for both XM and Sirius.
*Howard Stern continues to emerge as a key factor for Sirius, mentioned by 33% of its paying customers as a reason for subscribing.
*While sports programming plays an important role for at least 25% of subscribers to both services, celebrity talent such as Oprah Winfrey and Martha Stewart are mentioned by only about 1% of XM and Sirius customers respectively as a reason to subscribe.
* Four in ten (39%) Sirius customers have no major complaints, while three in 10 (30%) XMers also cite no problems.
*Among the Sirius clientele, the key negatives revolve around too many channels that are not of interest (22%), advertisements on certain channels where commercial-free programming was expected, and audio/sound drop-out (both with 19%).
*For XM subscribers, nearly a third (32%) mention commercials on some of the channels, three in 10 (29%) point to a great deal of programming that doesn't interest them. Other concerns, mentioned by at least one in 10 XM subscribers, include audio drop-outs, navigating the many channels, the expense, and not tuning in as often as they expected.
*Finally, the proposed merger between XM and Sirius elicits mixed reactions. About a third feel it will make no difference, while an additional third say they don't know enough about the details of the merger to venture an opinion. About one-fourth (23%) are optimistic about the potential union of XM and Sirius, while one in 10 (10%) expresses concerns about this proposed plan.
