Do Women Like Radio More Than Pandora?


Alan Burns is the king of the tease. Once again he’s letting out another tidbit of information before his series of four webinars, which kicked off Wednesday at 2 p.m. This time he asks women whether they like Pandora more than their favorite radio station. And the answer is…

Women 15 to 54 say they love their favorite radio station more than Pandora, according to Burns. And, he says, by a huge margin: 58% to 32%. “Most women have a surprisingly deep connection to their favorite radio station. We asked them who they felt understood them better: the radio station they listen to most, people who decide what fashions to stock in department stores, or the manufacturers of the cosmetics they use. Despite the fact that the cosmetics and fashion industries spend millions of dollars on understanding and predicting women, radio wins (80% to 69% each for fashions and cosmetics).

The study, titled “What Women Want 2017 – Insights into Radio, Music, and New Media” surveyed 2,000 women aged 15-54 for their usage and perceptions of radio, pureplay music streamers, and other sources of music, including what audio drivers of connected vehicles listen to. Results are being released in a series of four webinars, with the first scheduled for Wednesday at 2 p.m. Eastern.


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