Similar to last year, we are providing you with a very brief Executive Summary, followed by a more detailed report. In this way, you can quickly review this summary, but also have a useful overview of Tech Poll IV.

>click here to download this EXECUTIVE SUMMARY as a pdf file

>click here to download the WEBINAR PRESENTATION as a pdf file

Here are this year’s highlights, culled from more than 27,000 respondents, across 69 Rock-formatted stations in the U.S.:

	New technology continues to rapidly move into radio listeners’ lives. This year, the "big gainers" in terms of occupying their time includes streaming video, iPod ownership (and podcasting), and text messaging. Almost the entire sample now owns a cell phone and has access to a hi-speed Internet connection. Never have radio audiences had so much access to so many different entertainment and information sources. The notion of "Control-Variety-Choice" that we identified in last year’s "Bedroom Project" manifests itself throughout Tech Poll IV.
	In-home radio listening – as was the case in the ’07 study – is diminished as respondents continue to utilize other media in their residences. (This was an alarming pattern that we saw up-close and personal in "The Bedroom Project.") In-car and at work listening, and audio streaming display positive momentum.
	In terms of overall usage, here are the media/activities that are on the upswing: Reading news online (a new entry this year, and a big deal) Social networking sites (continuing to grow) iPods/mp3 players (getting bigger every year) Podcasting (up 87% year to year) Streaming radio Music sites like Pandora, iTunes Video games (which was trending down last year) Cell phones (which continue to be huge) DVDs TiVo/DVRs (which leads to more television viewing) Video sites like YouTube

	FM music radio
	Satellite radio (but few actually subscribe)
	Cable/satellite music channels (providing CVC)

Flat-to-down usage:

	Reading a newspaper (as they migrate to news sites)
	CDs
	AM/FM talk radio

	Since this poll began in ’05, we have tracked incredible gains in iPod ownership, and this year is no exception. And our studies have accurately predicted continued growth. Now, nearly six in ten respondents own one of these portable devices, an increase of 23% over last year’s poll. And the iPod’s presence in cars continues to rise. We are also seeing strong gains for podcasting, obviously related to the growing numbers of iPods/mp3 players that consumers routinely carry.
	Cell phone ownership continues to rise, with texting still at the top of the usage hierarchy (besides talking). Notably, the alarm feature is also a frequent cell phone utility, along with taking/sharing pictures. For many, the cell phone is their number one indispensable device.
	As an extension of the cell phone’s meteoric growth, text messaging has exploded. More than half now text at least weekly, while almost one in ten texts hourly. Even six of ten Classic Rockers now text.
	The "Cell Phone Only" phenomenon continues to grow. Nearly half the 18-34s in this study do not use a landline. As we know from the past few years since Tech Poll I introduced this issue, it has implications on the ratings, and on all market research that station’s conduct.
	Video streaming continues to grow quickly, and YouTube is the category killer once again.
	Social networking sites, led by MySpace, Facebook, and Classmates.com, continue their rising popularity in this year’s poll. Additionally, almost one-fifth of respondents have tried an online dating service.
	The Internet continues to signal consumer growth opportunities, as nearly half shop online at least monthly.
	The benefits of on-demand and consumer control are underscored by the fact that nearly four in ten now have access to a TiVo or DVR, leading to more television viewing for a substantial percentage of these respondents.
	Nearly half say they play video games at least weekly. And music-based games like Guitar Hero and Rock Band are extremely popular – and responsible for selling a lot of music.
	While satellite radio subscribership is up a tad, there’s little momentum associated with this medium as non-subscribers are not especially interested. As was the case in last year’s study, Sirius appears to be doing a better job of satisfying its customers than XM.
	HD Radio awareness has ticked up, as has the number of those who own one (from .8 – 1.4% of the total sample). But this growth is glacial, even compared to the number of iPhone owners in this study (3%). A lack of knowledge and/or exposure to HD Radio continues to emerge as barriers to purchase.
	Interest and enthusiasm for new music continues to wane, even among younger respondents. FM radio continues to be the top source for new music exposure.
	Interest in the upcoming Presidential election is huge. More than 80% are planning to vote, and of the candidates in the race, Barack Obama leads the pack.

Those are some of the major findings that emerged from Tech Poll IV. For a more detailed report of the findings, read on.

• Each year, we marvel at the growth of iPods (and similar devices), and Tech Poll IV is no exception. Overall, nearly six in ten (58%) now own one, an impressive increase of 23% from the ’07 study. Once again, the majority (59%) are made by Apple. Amazingly, more than three-fourths (77%) of Alternative listeners own one of these devices, and they are especially likely to have an Apple product.

• And it’s not over yet. Of those who don’t own one of these devices, one in ten (10%) says it’s very likely they’ll purchase one this year, while about one-third (32%) say it’s somewhat likely they’ll take the plunge. We once again expect to see even more iPod growth in Tech Poll V next year.

• Similar to past studies, iPods impact radio listening. About one-fourth of those who own one say they listen to it exclusively or mostly for music (25%), especially Alternative fans and 18-34 year-olds. As the traditional Walkman verges on extinction, and the iPod becomes more universal, radio’s portability continues to be challenged.

• iPods are everywhere. While a majority use them while working out (61%), about one-third listen to these devices while at-work, at home, and in the car. This last location has implications for radio, considering that more than half (53%) of iPod/mp3 owners say they have a means to connect these devices in their vehicles. And as noted earlier, an iPod connection is one of the most desirable features on the next car or truck they purchase.

• Similar to last year’s poll, the most requested feature on future iPod/mp3 players is an FM radio tuner (34%), followed by more capacity for songs/videos (23%). Notably, Apple owners (44%) are especially desirous of being able to access FM radio on their next device.

• Three in ten (28%) respondents (whether they own an iPod or not) say they’ve downloaded/listened to a podcast (37% among iPod owners, and 45% among Apple-branded player owners), especially Alternative fans. And of these respondents, two-thirds (69%) say they’d be very or somewhat willing to access a podcast at no charge that contains an introductory commercial from a sponsor. Once again, this signals a revenue opportunity for stations that feature popular podcasts.

• Respondents continue to report listening to more Internet radio since the inception of this poll. In ’05, half (50%) fell into this category; in this new study, six in ten (59%) now say they stream. Overall, nearly one-third (32%) listen to Internet radio on at least a weekly basis. Clearly, the rise in hi-speed Internet connectivity has contributed to this steady increase. Nearly all (96%) of these respondents indicate they have regular access to a high-speed internet connection.

• As was the case last year, streaming leadership belongs to "the station that sent me this survey" (49%, up from 44% in ’07). Additional streaming sources include other local stations (45%), indicating that while listeners can access any stream from around the globe, their inclination is to access a hometown source. This is an important finding because it illustrates the importance of marketing and promoting a station’s stream, especially before the Internet becomes commonplace in cars. Other streaming sources include radio stations from other countries (24%), Y! Music (16%), iTunes and Pandora (both with 12%, and on the rise).

• The good news for radio is that more and more stations in this survey are streaming. Overall, eight in ten (80%) now provide this service. And it translates into more listening. As a result of the stream, an impressive majority (55%) say they now listen to these stations a little more or a lot more. This is yet another strong indication that when radio provides additional access point on the Internet, it begets more listening.

• First and foremost, cell phone ownership has now hit the 95% mark in Tech Poll IV. And as noted earlier, many respondents now report that it is their indispensable device.

• We continue to see multi-various cell phone uses, beyond talking. Texting (70%) continues to be the top activity, followed by taking/sharing pictures (56%), and the alarm feature (55%). (Something to consider is the future of the clock radio, if more consumers continue to use this alarm function in their phones.) Other key cell phones features mentioned by more than 25% include the calculator, address book, downloading ringtones, and games. In almost all cases, Alternative fans tend to be more apt to utilize many of these features. It is also noteworthy that women have a greater propensity to text, download ringtones, and take/share pictures than men.

• On at least a daily basis, 44% now use text messaging (up from 32% last year). This represents astonishing growth for texting as a key communications tool, especially among 18-34s. Not surprisingly, more than six in ten (63%) Alternative fans text at least every day, but so do three in ten (30%) Classic Rockers. And to punctuate the strong habit that some texters develop, one-fifth (21%) of 18-29 year-olds say they text on an hourly basis. Interestingly, about one in ten texters (11%) say they regularly or occasionally exceed their texting plans.

• As for communicating via text with radio, there are some changes in this year’s survey that are of importance. About one-fifth (19%) say they’d rather text to the station in order to vote, play a contest, or access title/artist information. But only 8% opt to receive texts from the station, down from 17% in ’07. While four in ten (42%) say that either model is appealing, there clearly seems to be some movement away from receiving texts from the station among many of these respondents.

• Notably, daily instant messaging has been steadily dropping as texting has become more popular. Overall, one-fourth (25%) IM at least daily, compared to more than one-third (35%) in the ’07 study.

• The "Cell Phone Only" issue – originally identified in the first Jacobs Media Tech Poll in 2005 – continues to remain problematic, particularly for Alternative stations. In this new study, 27% now fall into this "Cell Phone Only" category – up from 23% last year, and 17% back in the ’05 study. As has been the case, Alternative fans and younger consumers are the most prevalent CPO types. Similar to last year, more than four in ten (42%) only have cell phones, as do more than half (54%) of 18-29 year-olds.

• And finally, 3% of the entire sample now owns an Apple iPhone. Men, 18-34s, and our "early adopters" are the most likely purchasers. It is interesting to note that unlike the iPod, projected purchases of iPhones appear to be soft. Of those who don’t own one now, only 2% say they’re very likely to purchase an iPhone this year, while only one in ten (9%) is somewhat likely. This might explain the recent push to open the iPhone to software developers, along with Apple’s new initiative to encourage businesses to consider these devices.

• Video streaming has become a major Internet activity among respondents. Overall, two-thirds (68%) say they frequently or occasionally download/stream video from sites like YouTube. The most frequent video streamers are Alternative listeners and 18-34s, but even one-in-ten Classic Rock fans (12%) watches streaming video often.

• If it’s even possible, YouTube has extended its already dominant lead over all other video outlets, but network TV sites are coming on strong. Overall, eight in ten (79%) video streamies visit YouTube at least weekly, followed by TV network sites (32%). Other frequently mentioned Internet video sources include MySpace (33%), Yahoo! Video and Google videos (both with 20%). Google, after its purchase of YouTube, has experienced an understandable drop year-to-year.

• More than half of Tech Poll IV respondents now regularly visit social networking sites (53%). MySpace holds onto its ’07 lead (with 39%), but Facebook has scored impressive growth (16% up from 8% in ‘07). Classmates.com earns regular visits from one in ten (10%).

• Overall, six in ten (63%) social networking site users have a MySpace profile, followed by Facebook (29%). Daily visits to all social networking sites are most prevalent among women and Alternative fans. But many listeners visit these popular sites on a regular basis.

• Notably, three in ten of those who use these sites (28%) say they have met someone in person as a result of these social networking connectors. Alternative fans and 18-34 year-olds are most apt to have personally met someone they first encountered on these sites.

• Dating websites are also utilized by nearly one-fifth (18%) of all respondents. Of these, Match.com (9%) is mentioned most often, followed by Yahoo! Personals (8%), eHarmony.com (5%), and FriendFinder.com (3%).

• But as a basic way to connect with friends for weekend plans, there’s no substitute for a personal phone call. Overall, three-fourths say they’d set up their social plans with a phone call (75%), while 12% would send an email, and 11% would use text messaging. Not surprisingly, however, Alternative partisans and 18-34s are twice as likely to send a text.

• Nearly half (45%) say they play video games at least once a week, especially 18-34 year-olds and men. But gaming shows popularity with women and older listeners, too.

• A big change is in ownership of video game systems. In ’07, 35% of respondents did not own one, compared to only 20% in this year’s survey. Sony’s PS2 remains the leader (45%), followed by the Wii (18% - up from 4% last year).

• The stereotype of the typical gamer playing by himself is challenged by Tech Poll IV. For many, video games are a social activity. While the majority (53%) say they usually play solo, one-third (32%) play games with friends in person, while one in ten (11%) plays online with others. Alternative fans and women are more apt to play with friends in person, while men and those 50+ tend to play by themselves.

• Games like Guitar Hero and Rock Band have made a huge impact in this survey. Nearly half (46%) have played one or the other (or both) in the past year (including more than one-third of Classic Rockers). Significantly, these games have dual-gender appeal, and they sell music. Of those who have played them, three in ten (31%) say they’ve purchased a song they heard featured on these games.

• In a different type of game, nearly one-fourth (23%) say they’ve participated in a fantasy league during the past year. Participation is solid across the formats, genders, and age groups, lending credence to their broad-based popularity.

• Overall, 92% of the entire sample listen to local radio stations at least one hour a day (down 1% from last year).

• "The Bedroom Project" indicated that among young people in particular, radio was being challenged in a number of listening locations. In this larger study, radio has lost some ground on the home front. Additionally, 40% say they never listen to the radio while walking/working out (remember those iPod numbers), and many say they have not listened to a radio on their person as much during the past year. Additionally, at-work listening has also shown some erosion. While nearly one-fourth (23%) say they never listen to radio on the job, an additional 16% say they’re listening a little/a lot less at work. While three in ten (28%) report more listening in the workplace, that figure is down from the ’07 survey (31%).

• An important data point that relates to at-work listening, and the changing tech environment deals with Internet radio. Among "streamies" (those who listen to streaming audio), at-work listening to AM/FM stations surpasses the averages. Overall, nearly four in ten (37%) of these Internet radio listeners indicate they’re listening a little/a lot more in the workplace. Clearly, the streaming component is an important cog in radio’s quest to remain popular and viable in all-important work settings.

• Overall, about one-fourth (24%) say they’re listening a little/a lot more to FM music radio in the past year, compared to 17% who say a little/a lot less. Alternative fans and those under 30 are the most apt to have cut back on their FM music radio listening.

• Perceptually, there’s a split decision as to whether commercial radio has improved in the last year. While one-fourth (25%) say it’s better, a similarly sized group (24%) say it’s gone downhill. Not surprisingly, Alternative partisans and satellite radio subscribers are most critical.

• The fortunes for new music are not nearly as positive. Each year, the percentage of those who believe that new music has improved has eroded. This year, only one-fifth (19%) say it’s gotten better, compared to three in ten (30%) who claim it’s gotten worse. There’s a negative skew across the various age groups, as well as among both males and females. Even among Alternative fans – a format that has always been new music-oriented – "worse" outnumbers "better" by a 27%-25% margin.

• As the source for exposure to new music, radio has hung onto its edge. Overall, more than half (55%) continue to name radio as their prime destination for new releases, followed by friends/other people (11%), "my kids" (5%), and music television channels like MTV (4%). Sites like Pandora, iTunes, satellite radio, and music magazines are all mentioned by 3% of respondents.

• But radio may be losing its position as an information source about new music to the Internet. In a new question, we offered a hypothetical question that asked, "If you hear a new band or song you like on the radio, which of the following are you most likely to do?" Allowing for multiple responses, the most popular action is to do a Google/Yahoo! search for the artist’s website (21%). Overall, 17% say they’d probably purchase the CD from a local store like Best Buy or Wal-Mart, followed by visiting the radio station’s site for more information (16%). About one in ten says they’d buy the song on iTunes (or a similar site) or look up the artist/song on MySpace.

• Satellite radio subscribership has moved from 12%-13% year-to-year, with equal strength for XM and Sirius. But there are indications of lessening momentum. Since the ’06 poll, fewer non-subscribers are showing interest in either service. Overall, only 5% say they’re likely to purchase either Sirius or XM in ’08. And the proposed merger appears to have little impact in this decision, as only an additional 3% indicate that it would motivate subscribership. For the other 92% who are non-subscribers, there is little to no likelihood they’ll pay for either service. Part of the challenge facing both XM and Sirius relates to the motivation to subscribe in the first place. Among those who have purchased either or both services, only four in ten (41%) made that choice themselves. About one-third (32%) of subscribers say that it came with the vehicle they bought/leased, while one-fifth (20%) report that satellite radio was a gift.

• How one became a subscriber has a relationship on continuing to stay with satellite radio. For those who made the choice themselves, about two-thirds (66%) indicate they will definitely continue. But, among those who are now using XM and Sirius simply because came with a new car acquisition, only four in ten (40%) say they absolutely plan to stay with satellite radio.

• Overall, just over half (56%) of subscribers say they absolutely will continue the service. An additional one-fourth (28%) report they probably will remain subscribers, while 16% either aren’t sure about their future with satellite radio, or they’re pretty or absolutely sure they’ll discontinue. With only a 56% absolute retention rate, XM and Sirius could be facing tough times ahead, merger or not.

• About three fourths of subscribers (76%) are satisfied with satellite radio, while only 5% aren’t.

• As was the case in ’06, Sirius subscribers tend to be more satisfied than those who have XM. What are satellite radio’s negatives? While three in ten (31%) subscribers have no issues, complaints are more prevalent for those who ended up with the service as features in their vehicles or if they received it as a gift. The top complaint revolves around too many channels that are of no interest, followed closely by commercials on some of the channels. Those who got satellite radio because it came with the car also have a greater likelihood to complain about the price of the service.

• While there’s been considerable upward movement with various gadgets and technologies during the past year, growth has been slow for HD Radio. Moving from .8% in the ’07 study to 1.4% this year, consumers are still very wary about purchasing an HD Radio. Overall, 4% of self-described "early adopters" have discovered this new radio technology.

• Familiarity with HD Radio continues to inch ahead. This year, nearly half (48%) say they know about it – up from 45% in ’07. Men, Alternative partisans, and younger listeners report more awareness of HD Radio.

• In the past two years, we "tested" the knowledge levels of those familiar with HD Radio, to ensure their accuracy using "True/False" questions. Overall, they tend to correct about various aspects of this technology 64% of the time.

• After providing a brief description about HD Radio, and inquiring about a $100-$200 price point, one in ten (11%) reports they would be very likely to purchase a radio, while one-third (32%) indicate they’d be somewhat likely. Men, heavier radio listeners, and "early adopters" tend to be most positive about the prospects of purchasing an HD Radio.

• Nearly identical to last year’s poll, the key perceived selling point of HD Radio is no subscription fees (30%), followed by digital quality (25%), less/no commercials (20%), new stations (13%), and more variety (11%).

• The barriers to purchasing an HD Radio are also consistent with the ’07 survey. Four in ten say (40%) they simply don’t know enough about it. Additionally, one-third (32%) complain that the radios are too pricey. But two other impediments have to do with a lack of exposure to HD Radio. Nearly three in ten (28%) say they’ve never heard HD Radio, while one-fifth (22%) say they don’t know anyone who owns one.