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The Media Audit in July incorrectly reported total reach for Pandora internet radio is 11.3% with adults18+. The company has since adjusted the report to 22.6% representing more than 30.7 million unique monthly users. The latest figure supports The Media Audit's findings that Pandora continues to reach more consumers in a typical week when compared to other popular streaming music services.
This is just one of the reasons why LUC Media is ‘bullish’ on Pandora. Read on for more reasons.
Media Audit also identified key consumer segments in which Pandora listeners differ from the general population:
• Pandora has a heavy concentration of affluent working women who listen. Among those who have listened to Pandora in the past 7 days, 14.9% are affluent working women. The term "affluent working women" is coined by The Media Audit and refers to those women who are employed and have a household income of greater than $75,000 per year. Among all U.S. consumers, only 10% are considered "affluent working women", therefore Pandora listeners are 49% more likely to fall into this consumer segment.
• Pandora also indexes above average in reaching business owners. Among Pandora's weekly audience, 6.5% are business owners, partners or corporate officers, compared to 5.3% for the general population, while 22% are proprietors or managers, compared to 15.9% for the general population. As a result, Pandora listeners are 23% more likely than the general population to be a business owner, partner or corporate officer and 38% more likely to be a proprietor or manager.
• Pandora listeners also index above the market average in reaching African American, Hispanic, and Asian audiences. According to the same study, 13.7% of Pandora's listeners are African American (indexing at 8% more likely to be African American compared to the general population), while 21.2% who listen are Hispanic (16% more likely), and 9.2% are Asian (32% more likely).
The top five markets for Pandora listening are Salt Lake City, Utah ranked number one with 31.7% of its local population having logged onto the site within a typical month, followed by Boston, Massachusetts (30.7%),Atlanta, Georgia (30.3%), San Diego, California (28.8%) and Charleston, South Carolina (27.9%).
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