SOURCE: BIGresearch

August 25, 2005 08:00 ET

I'm Not Normal, I'm a Satellite Radio Listener

BIGresearch Simultaneous Media Survey Profiles This Lucrative Consumer Group

COLUMBUS, OH -- (MARKET WIRE) -- August 25, 2005 -- Much has recently been written about the prospects for satellite radio. Most of it is "spin" by owners of the networks or Wall Street analysts using future projections. However, a new analysis of the most recent Simultaneous Media Survey (SIMM VI) by BIGresearch defines listeners of satellite radio from a consumption standpoint and they're enough to make any marketer drool.

Here's a torrent of insights on the consumption power of a small (4.3% of 18+ population, approximately 9.5 million) but lucrative group of consumers:

        Gender:
                Male            56.1%
                Female          43.9%

        Average Age:            42.7
                25-54             66%

        Income:
                $77,329 Average Household

        Top Pet: Dog
                 Ownership      68.5%

Leisure Activities: Active lifestyles with top 5 being:
        1. Watch TV             68.3%
        2. Listen to Music      66.4%
        3. Surf the Net         65.0%
        4. Dining Out           63.8%
        5. Read Books           59.9%
Satellite radio listeners are also more likely to go to the movies, play team sports, golf, tennis, tailgate, snow ski, boating, sailing or swimming...

They are a pharmaceutical company's dream because satellite radio listeners suffer from the following health conditions more than the general population:

       Acid Reflux
       Allergies
       Arthritis
       Depression
       Headaches/Migraines (probably from all the leisure time activities)
       Heartburn/Indigestion
       Heart Disease
       Insomnia
       Overweight (from too much dining out)
They are influential consumers who give advice to others about purchasing products or services; 40.5% regularly do so.

When it comes to shopping they buy their groceries at Wal-Mart; their undergarments are Hanes, Fruit of the Loom or Victoria's Secret.

When energy levels are low, 61.9% regularly purchase an energy bar or they have a salty snack.

Once they are recharged they go online and their top 3 ISP's are Comcast, AOL and SBC/Yahoo. While online they prefer to search using Google or Yahoo. But they don't just search -- 40.5% regularly shop online and they shop at eBay, Amazon or Newegg most.

In the next 6 months they'll stay just as busy as ever with above-market purchase intentions for: cars/trucks, computers, furniture, home appliances, house, jewelry, major home improvement, RV/boat, stereo equipment, (whew I'm getting tired listing) TV, DVD, digital camera, and vacation travel (they're gonna need it after all this heavy-duty buying).

Oh and if you see a satellite radio listener driving around town, (on their way to buying something) they'll probably be driving a:

        Chevy
        Ford
        Dodge
        Toyota
        Acura or GMC
And for those satellite radio listeners who haven't already spent enough and are planning on buying a car/truck, here's the 5 top brands they are looking to buy:
        Ford
        Chevy
        Lexus
        Toyota
        Dodge (gotta have a Magnum)
To comment on this release, visit the BIGresearch blog: http://whencustomerstalk.blogspot.com

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 12,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media. BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error 1 percent. Complimentary findings are available at: www.bigresearch.com.

Contact Information

  • Contact:
    Phil Rist
    (614) 846-0146