Edison Research, home of The Infinite Dial and Share of Ear research projects (as well as the exit polling you hear so much about during this presidential primary season), today announced a new consumer survey project cleverly called Hacking the Commuter Code. While the full study is available to subscribers, Edison publicly released an interesting blast of results that reveals how and why drivers switch stations.
The headline bullet point is that American drivers switch AM/FM stations 22 times per commute, on average. That’s not a typo. Twenty-two. (Commute time is 20 minutes or more.)
“Even as in‐car audio use continues to evolve, Americans remain ‘button punchers,’” Edison said. “Nearly 75% of those who consume audio in the car are likely to switch at least occasionally over the course of their commute.”
Drilling into the switching habit, Edison identified three groups:
- The Restless: over one-fifth of respondents (21%) “constantly” switch.
- The Seekers: over half of the survey (52%) “occasionally” switch, perhaps more purposefully than the Restless cohort.
- The Keepers: 27% are evidently more easily satisfied, and “mostly” stay with one choice.