Pandora has come a long way since it debuted as an online music service five years ago. Today, Pandora is the most popular personalized radio service, giving people music they love through free radio stations they customize to suit their tastes and moods.
Personalized Radio Everywhere
Rather than steer people to one or two devices, the company has pursued a multiplatform strategy to make Pandora as easy to use as turning on the nearest connected device. The result? Consumers can enjoy Pandora on smartphones, mobile devices such as the iPad, in-home consumer electronics devices and cars in addition to computers. In fact, the Pandora app is available on more than 150 types of smartphones andmore than 100 consumer electronic devices—that translates to personalized radio everywhere.
Since the introduction of the Pandora iPhone app two years ago, mobile use of Pandora has exploded. More than half of Pandora's new daily registrations come from mobile apps, and listening on a mobile device now accounts for more than 50 percent of all Pandora usage. Thanks to this strong mobile growth, Pandora is the most-listened-to radio "station" in the U.S.
Growing World of Engaged Users
Pandora's multiplatform approach provides an even broader reach, generating new and more diverse users daily. With an audience of more than 63 million registered users and more than 5 million users every weekday, Pandora reaches every demographic segment.
Plus, Pandora mobile users are highly engaged. They spend more than an hour and a half (per day used) on Pandora and interact more frequently than online users, so they're primed to be receptive to relevant ads.
Not Just Personal, But Smarter, Too
Because advertisers can leverage Pandora's hypertargeting options to reach the right person, at the right time, in the right place, there's no waste. Pandora also provides the right environment to reach engaged consumers around content they value and have integrated into their lives. All of which makes Pandora a smart strategy for marketers.
MOBILE DEVICES MAKING RADIO MORE RELEVANT THAN EVER
While there's nothing new about radio being mobile, smartphones make experiencing radio on the go more valuable. Among marketers, it's not just the growth of smartphone penetration or the new portable media device abilities getting their attention, but the fact that consumers are actually using their smartphones to consume media, act on advertisements and even purchase products via "m-commerce." Mobile makes it easy to act when the device is in-hand and a short radio ad encourages the listener to tap the screen.
It's also important to remember that the environment where an ad runs influences the way people experience it. Since mobile devices are very personal, the ways people experience mobile advertising differ. Using a mobile device becomes a "lean-forward" experience, creating a whole new aspect of engagement and discovery in both mobile content and advertising.
PANDORA MOBILE CLOSE-UP:
Pandora is one of the top three most downloaded apps from the Apple app store and consistently ranks in the top five most used apps in the BlackBerry and Android stores, according to a Nielsen Co. study released in June 2010.1
Pandora usage among apps is also unique. In contrast to the majority of apps that are used one to two and a half times and then abandoned, the Pandora app is used on average 11 times per month. Mobile users are also distinct from online users. There is only a 10 percent overlap of people using both online and mobile. Pandora mobile usage is viral in the most positive sense of the term: 98 percent of mobile users have recommended it, and the average mobile Pandora user recommends it to 11 people.Eighty-one percent are extremely or very satisfied, according to a user survey conducted in August 2009.
Excerpt from the Pandora white paper on internet radio and mobile marketing, "Radio Rampant: How the Internet Is Dynamiting the Box" by Kathryn Koegel. Download the complete paper at www.pandora.com/ advertising.
Sources: 1Nielsen Co., "The State of Mobile Apps," June 2010, http://blog.nielsen.com/nielsenwire/online_mobile/the-state-of-mobile-apps/. 2Nielsen Co., "Smartphones to Overtake Feature Phones in U.S. by 2011," http://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011.