The research was done by BIGresearch and MarketStar.
However, it appears that for those 35+, the majority say they don't plan on buying/subscribing to satellite radio at this time. These age groups also tend to be less likely to be current subscribers.
Education about the advantages or useful outcomes of subscribing to satellite radio appear to be necessary in order to motivate the 35 plus crowd to subscribe as 22.7% of the 35-44 year olds said they didn't know enough about the service, 24.3% of the 45-54 year olds, 2.8% of the 55-64 year olds and 42% of the 65+ said the same.
"Lack of understanding of the benefits and technological anxiety are the key hurdles that the satellite radio vendors need to overcome at this stage, especially for sub-segments including older consumers," said Ryan Brock, VP of Strategic Services with MarketStar Corporation.
4.2% of consumers 18+ said they currently subscribe to one of the satellite radio services and 2.5% said they are planning to within the next 6 months. An additional 16.1% said they plan to subscribe someday.
Of those people who said they plan to subscribe, 28.7% said they would subscribe to Sirius, 16.7% said XM and 54.6% were undecided about which service they would choose. XM was the #1 pick for 18-24 year olds and Sirius was #1 for all other age groups.
- Portions from a BIGreseach News Release
