Burns' updated study of 2,000 women who are AC or CHR listeners finds that “Women’s attitudes toward radio are positive, and there are no signs that music streaming services like Pandora are eroding radio usage.” However: “There’s less love for radio among younger listeners, and while wireless broadband in cars isn’t going to kill radio, it will lower usage somewhat." The research shows about 2% of women already have Internet access in their cars. Mostly, they're staying with local stations, and Burns says "it's important to note why." Namely, because “Radio provides energy, excitement and local information.” The consultant says “radio needs to maximize these strengths, because streaming services are working on ways to negate them.”

More findings from the first of four free webinars from Burns & Associates: “Awareness and usage of radio digital ventures like HD Radio and iHeartRadio lagged”, well behind utilities such as YouTube and Pandora. Only 2% of women respondents have used iHeartRadio. Just 1.4% have listened to HD Radio. The study says “comprehension of HD Radio is low”, despite the marketing. The second of Burns' webinars is Thursday, July 28. More information and registration here.