A new survey by Decima Research says satellite radio has become widely known to Canadian consumers, and its potential to impact the radio market is large.
"The potential for Canada's satellite radio providers to establish a loyal customer base is no
longer a question of if, but when," says Mario Mota, Decima's Vice-President of Broadcast & Media Research. "A significant number of Canadians appear ready to embrace satellite radio. The explosive growth of satellite radio in the U.S. market to date is poised to be duplicated in this country."
A sampling of key findings from the Decima proprietary study conducted last month:
- More than three-quarters (77%) say they are aware of satellite radio. This heightened awareness is led by men (87%), those 25-34 (86%), and households with $100K annual income or more (87%).
- 3% of Canadians say they or someone else in their household subscribes to either Canadian or U.S. grey market satellite radio services.
- Another 6%, the equivalent of up to 2 million Canadians, said they would likely subscribe within the next year at a price of $13 per month. Another 14% said they might or might not subscribe within the next year.
- Sirius Canada appears to hold an early advantage in terms of current and potential market share over XM Canada. Among those likely to buy a satellite radio within the next year, more than twice as many (27%) are leaning towards Sirius Canada versus 12% for XM Canada.
Decima Research is an Ottawa-based public opinion and marketing research company, offering research-based advice to clients in the public, private and nonprofit sectors, as well as large-scale data collection capabilities.
http://www.cablecastermagazine.com/issues/ISArticle.asp?id=51620&issue=01172006
"The potential for Canada's satellite radio providers to establish a loyal customer base is no
longer a question of if, but when," says Mario Mota, Decima's Vice-President of Broadcast & Media Research. "A significant number of Canadians appear ready to embrace satellite radio. The explosive growth of satellite radio in the U.S. market to date is poised to be duplicated in this country."
A sampling of key findings from the Decima proprietary study conducted last month:
- More than three-quarters (77%) say they are aware of satellite radio. This heightened awareness is led by men (87%), those 25-34 (86%), and households with $100K annual income or more (87%).
- 3% of Canadians say they or someone else in their household subscribes to either Canadian or U.S. grey market satellite radio services.
- Another 6%, the equivalent of up to 2 million Canadians, said they would likely subscribe within the next year at a price of $13 per month. Another 14% said they might or might not subscribe within the next year.
- Sirius Canada appears to hold an early advantage in terms of current and potential market share over XM Canada. Among those likely to buy a satellite radio within the next year, more than twice as many (27%) are leaning towards Sirius Canada versus 12% for XM Canada.
Decima Research is an Ottawa-based public opinion and marketing research company, offering research-based advice to clients in the public, private and nonprofit sectors, as well as large-scale data collection capabilities.
http://www.cablecastermagazine.com/issues/ISArticle.asp?id=51620&issue=01172006
