Wake Me Up! - The 2015 Country Radio Seminar Research Presentation
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“Wake Me Up” CRS 2015 Research Presentation
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Transcript of Wake Me Up! - The 2015 Country Radio Seminar Research Presentation
“Wake Me Up”
CRS 2015 Research Presentation
Mornings
“Wake Me Up”
Media Radio
Waking Up
Getting Ready
On the Road
At Work
“Wake Me Up”
The “Wake Me Up” Study:
1540 online interviews Adults 18-54
Conducted on weekdays Respondents kept a diary of
that morning’s behaviors
In-home interviews conducted in Houston, Las Vegas, Scranton
Man-on-the-street interviews conducted in downtown
Las Vegas and Times Square
Waking Up
Waking up
Waking up 40% of
Americans identify as a
“morning person”
45% of Country Listeners
identify as a “morning person”
9 14
7
23
10 13 5 9
2 5 2
54
100
0
20
40
60
80
100
Before 5:00 5:30 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00
% waking at that time Cumulative total awake
When did you wake up this morning?
Base: Frequent Country Listeners
“Wake Me Up” An alarm woke you up 41%
Your internal clock woke you
up 31%
Someone else woke you up
20%
A pet woke you up 7%
You were woken some
other way 1%
How did you wake up this morning?
Base: Frequent Country Listeners
“Wake Me Up” An alarm woke
you up 41%
Your internal clock woke you
up 31%
Someone else woke you up
20%
A pet woke you up 7%
You were woken some other way
1%
How did you wake up this morning?
Base: Frequent Country Listeners
“Wake Me Up” A mobile device
45%
Traditional alarm, set to beep or
buzz 33%
Traditional alarm, set to radio
16%
Traditional alarm, set to another form
of music 6%
How did you wake up this morning?
Alarm type used
Base: Frequent Country Listeners
“Wake Me Up”
Average time spent in bed after
waking:
14 minutes
Three out of every four Country Listeners
stay in bed when they first wake up
Base: Frequent Country listeners; Did not get out of bed immediately after waking up
15% stay in bed for more than
30 mins
“Wake Me Up”
58
40
17
15
0 20 40 60 80 100
Any mobile device usage
Any social network usage
Any TV watching
Any AM/FM listening
Which of the following things did you do during the half hour after you woke up?
Base: Frequent Country listeners; Did not get out of bed immediately after waking up
“Wake Me Up”
61
59
52
36
34
34
20
15
0 20 40 60 80 100
Alarm Clock
Television
Smartphone
Radio
Laptop
Tablet
Desktop Computer
Landline Phone
Which of the following devices do you have in your bedroom?
Base: Frequent Country Listeners
“Wake Me Up”
What is the first thing you did when you got out of bed this morning?
Base: Frequent Country Listeners
40% Use the bathroom
11% Make coffee
11% Check on children
9% Check email
9% Get Dressed
5% Check phone for messages
“Wake Me Up”
Be present during the
first moments of the day
“Wake Me Up”
“Wake Me Up”
Be the alarm
“Wake Me Up”
“Wake Me Up”
You have a hardware problem
“Wake Me Up”
Getting Ready
“Wake Me Up”
The average Country listener
performs 23 tasks on a weekday
morning
Getting Ready
“Wake Me Up”
Base: Frequent Country Listeners
“Wake Me Up”
Use Social Network 77% Use mobile device 87%
Check Weather 68%
Audio Listening 69%
Base: Frequent Country Listeners
Use computer 76%
Get Dressed 84%
Eat Breakfast 69%
“Wake Me Up”
67 66
63 61 61
58 56 55
53 52 51 51
Use mobile device to check text messages Check Facebook
Use computer to check email Take shower/bathe
Drink coffee/tea Drink other beverage
Style hair Prepare breakfast
Any AM/FM listening Make your bed
Check missed phone calls/make calls Check the news
Please mark all the items you did at least once this morning?
Page 1
Base: Frequent Country Listeners
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 5:00a - 6:00a
Feed/care for pet
Take medication
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 6:00a - 6:30a
Get dressed
Check Facebook
Shower/ bath
Brush teeth
Check Weather
Wake children Shave
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 6:30a - 7:00a
Eat breakfast
Work out
Get kids ready
Check news
Check traffic
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 7:00a - 7:30a
Drink Coffee/tea
Commute to work
Check email (on mobile)
Listen to AM/FM Radio
Take children to school
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 7:30a - 8:00a
Other drink
Read the paper
Household chores
Pray
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 8:00a - 8:30a
Apply makeup
Listen to audio (on mobile)
Listen to audio (on computer)
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 8:30a - 9:00a
Check email (on computer)
Watch video (on mobile device)
Play with children
School related tasks
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 9:00a – 10:00a
Check text messages
Listen to internet-only radio
Check missed calls/make calls
Work related tasks
Coffee Talk
Michelob
“Wake Me Up”
Arm your team with
relevant info “Wake Me Up”
“Wake Me Up”
Nod to their busy lives
“Wake Me Up”
On the Road
On the Road
Base: Frequent Country Listeners
The peak in-car hour
is 7a-8a
“Wake Me Up”
1-10 23%
11-20 34%
21-30 22%
31-45 16%
46 or more 5%
How long, in minutes, is your typical commute to work (one way)?
Mean: 26 Minutes
Base: Frequent Country listeners; Employed full or part time not inside the home
“Wake Me Up”
Your own vehicle 87% Someone else's
vehicle 6%
Train/subway/bus 5%
Another mode 2%
Which of the following is your primary mode of transportation?
Base: Frequent Country Listeners; Employed full or part time not inside home
“Wake Me Up”
What percentage of commuters are alone in the car?
Alone for the entire drive
86%
With other people for at least part of
the drive 14%
Base: Frequent Country listeners; In a car between 5am and 10am
“Wake Me Up”
85
32
31
23
7
7
0 20 40 60 80 100
AM/FM Radio
CDs
Your own music collection
Satellite Radio
Podcasts
Internet radio
Which of these do you use in your car on weekdays between 5am and 10am?
Base: Frequent Country listeners; In a car between 5am and 10am
“Wake Me Up”
Radio is riding
shotgun “Wake Me Up”
“Wake Me Up”
Change your clock?
“Wake Me Up”
At Work
3 3 9 13
28 38
64
76 83 87
Before 5:00 5:30 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00
When are respondents at work?
% at work by that time
“Wake Me Up”
Are morning shows too long?
“Wake Me Up”
Media In the Morning
Morning Radio
Morning Radio
“Wake Me Up”
73 66
60 45 45
41 39 39
36 34 34 34
29 0 20 40 60 80 100
Music Weather updates
Funny, light topics in news Traffic updates
Artists playing music live in the studio Contests
Interactive listener features Politics and current events
Celebrity news Prank phone calls
Celebrity interviews Health, finance, life tips Love/relationship topics
How much do you like hearing the following elements on your favorite morning radio show?
Base: Frequent Country listeners; Listen to AM/FM radio weekday mornings
% saying they like
“Wake Me Up”
88
86
82
81
70
70
66
62
0 20 40 60 80 100
News of the day
Laughs
Local connection
Ideas for things to do around town
What are you looking for in a radio morning program?
Information for planning the day like traffic and weather
Interesting stories you wouldn’t otherwise know/ “water cooler” topic
Feeling like you have a relationship/friendship with the hosts
Updates on things going on in the community
Base: Frequent Country listeners ;Listen to AM/FM radio weekday mornings
% saying yes
“Wake Me Up”
“Morning Radio” finding goes here
“Wake Me Up”
“Wake Me Up”
Key findings and pull quotes
go here.
