Edison Research: Motorists Still Love Radio
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Despite all the hype surrounding in-car streamed audio, motorists still love radio best — the research proves it. That was the takeaway of an Edison Research study presentation at the WorldDAB Automotive 2023 conference on June 15, 2023. The one-day conference was staged in person in Paris, France, and made available to the world online. The WorldDAB association promotes the digital audio broadcasting (DAB) radio transmission standard around the globe. It commissioned the Edison Research study.
This presentation was based on 800 interviews with “radio listeners who purchased their vehicle within the past three years in France, Germany and the UK,” said Megan Lazovick, Vice President of Edison Research. The interviews were done with two different groups: “Half the in-person interviews were done with people in their own vehicles,” Lazovick said. “They drove up and we talked to them.” The other half were people that Edison Research put into new vehicles with touchscreen content dashboards, so that they could gauge their reactions.
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