• by Masha Geller , December 10, 2001

A few weeks ago, interactive radio company RadioCentral, Inc. completed a study of its online radio delivery model at the P&G Future Home Lab - a model of a futuristic home complete with networked web access and computerized appliances.

Keeping in mind that the study is tinged with self-servitude, the results seem encouraging enough to report here. In all, RadioCentral found that more than 90% of the participants documented a "high" or "very high" degree of interest in the RadioCentral online radio offering.

The three primary reasons for this high degree of interest, the study revealed, were ease of use at the computer, quality of the audio/programming, and - drum roll, please - the interactive "buttons" permitting the consumer to directly respond to advertised products or deejay calls-to-action.

The testing consisted of three panels of Cincinnati-area residents who were asked to listen to RadioCentral programming customized for a U.S. commercial website. The panelists were then asked to describe their "user experience."

According to the results, not only did they listen longer than expected, they actually gave examples of the effectiveness of the online advertising. One of the test participants reportedly said, "I don't shop a lot on the Internet, but if the advertised product is something I was going to buy anyway, the 'BUY' button is convenient."

It seems that the body of research supporting the use of streaming radio is growing. As you may remember, a study conducted by Arbitron Webcast Services and Edison Media Research in July found that streaming radio users in the U.S. now total nearly 78 million, which represents an increase of 18% in six months. Also, many speculate that since September 11th, the adoption of streaming media has sped up, but we have yet to see any real numbers.