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The
smartphone is becoming the king of social media. The latest research
from GFK, one of the world’s leading
market research companies, shows that social sites and
activities account for almost one-third of smartphone online minutes
and doubles the proportion for email, which ranks second at 16%.
Phones now account for 17% of total time spent with the Internet
across all devices, compared to 12% in 2011 and that is a big jump!
Desktop and laptop computers, on the other hand, have dropped off
considerably, representing 73% of Internet time, compared to 83%
just a year ago. Tablets account for 6% of online time and that is
double the 2011 figure of 3%. Internet TV also doubled, from 2% of
online time in 2011 to 4% this year.
Armed with this information, what can we take away for our radio
station(s)? The first step is to make sure you get your brand inside
of your listener’s smartphone. This primarily means having your
station’s listening-app installed, text messaging, emails and a
logoed skin for their phone. Once these things are in place, never
get tired of promoting them to your listener because they can and
will easily forget.
It
is also a good idea to incorporate smartphone conversation within
your audience interaction. There’s nothing better than a listener
talking about how they listened to your station for several hours in
the car while on Christmas vacation.
Brian is a 30 year radio veteran
who has successfully served many companies over the years as Program
Director, Operations Manger and VP of programming. After many years
of success working for individual radio stations and clusters, Brian
Joined one of the most trusted consulting firms in the country,
Audience Development Group. For the last 15 years Wright has enjoyed
building alliances with scores of stations in the US & Canada
helping them grow in ratings and revenue. Contact Brian at
brian@audiencedevelopmentgroup.com
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