In a "new media" environment, Rockers find television to be indispensable.

Life may be a series of choices, but when it comes to media and technology, an "old medium" – television – remains on top. Despite having hi-tech options to choose from, three in ten Rock radio listeners pick TV as most indispensable, besting the Internet, cell phones, FM radio, and iPods. While a difficult theoretical question to answer, the results of Tech Survey III point to the power of compelling content. Despite the plethora of cool, cutting-edge technology, a plurality of survey takers opt for the good old tube as their top choice. This says a lot about the medium’s ability to create ‘must-see TV’ in an increasingly crowded media environment.

However, new technology is very much in the game, and actually comes out on top among younger respondents. In fact, 18-34 year-olds opt for the Internet and mobile phones over all other choices.

Jacobs Media’s third annual Technology Web Poll paints a mixed picture for the future of HD Radio.

On the one hand, the extensive marketing that has taken place on hundreds of radio stations across the country has been effective. Overall awareness of HD Radio has increased significantly, rising from 18% in ’06 to 45% in this new poll. Men, Alternative fans, and 18-34s are most likely to know about HD Radio.

The results of a new web poll survey, conducted by Rock radio consultants Jacobs Media, consisting of more than 25,000 respondents from over 69 Rock-formatted stations from all over the U.S., shows that iPod/personal mp3 player growth continues to be impressive. But iPod owners – in particular – want an FM radio in that next Nano or Shuffle.

"iPods are showing no signs of stopping," according to Fred Jacobs, President of Jacobs Media. "Last year, our data showed that the growth of personal mp3 players was far from over. This year, our new study confirms that this phenomenon continues to have lots of life, and we expect strong growth throughout ’07."

Since this poll was started in February ’05, year-to-year personal mp3 player penetration has steadily increased. From the ’06 to ’07 studies, ownership is up to 47% of the Rock sample, an impressive jump of 34%. And among Alternative listeners, two-thirds (67%) now own an iPod-like device.

The results of Tech Survey III reveals that social networking sites, like MySpace and Facebook are the catalysts for first-time personal encounters. Overall, 27% of those familiar with these types of sites say they have met someone personally after first communicating online. These face-to-face meetings are especially common among 18-34 year-olds, one-third of which have gotten together with someone they first communicated with on one of these sites.

This trend is a clear indication that for many, social networking sites go well beyond computer encounters, and can be the start of personal relationships. This is also an indication of how the Internet is evolving beyond information to socialization.

In this survey of Rock radio listeners from around the U.S., 14% describe themselves as active participants on social networking sites, while one-third (35%) say they are better described as more casual users. By a small margin, women are somewhat more active on these sites, while 18-34s are especially apt to be regular participants (24%).

It is notable, however, that older listeners use these sites with some regularity as well

Of all the tech gadgets and innovations available to consumers, Jacobs Media’s Technology Poll III clearly shows the growing influence and importance of the cell phone. Overall, 92% of the entire sample own one – up from 90% in ’06. And in the past year, nearly half (48%) say they’re using cell phones a little or a lot more. This is a gadget that women are especially comfortable with. They use cell phones more often than men, and they are more apt to enjoy and use many of the features that are becoming standard equipment on these devices.

Cell phones are also a dominant player in the lives of America’s youth. When given a choice of devices and technologies, ranging from television to the Internet to FM Radio, 18-34 year-olds say that cell phones are the one thing they cannot live without. Three in ten (28%) 18-34’s chose the cell phone – tied with the Internet – as the most indispensable of devices.

To a great degree, cell phones are becoming the communication equivalent of the Swiss Army knife. Consumers are becoming more and more proficient with the array of options and activities that can be utilized on cell phones. Besides talking, texting is the most utilized cell phone component. Importantly for radio, a majority of those who use their phones to message welcome a texting relationship with the station that sent them this survey.