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Survey Shows Consumers SIRIUS About Satellite Radio

By | November 12, 2004

      With satellite radio is becoming more mainstream among American adults, Simmons, a reported authority on the behavior of the American consumer, just signed SIRIUS Satellite Radio [SIRI] to a multi-year agreement for the Simmons National Consumer Survey (NCS).

      Said Chris Wilson, Simmons’ president and COO, “Simmons’ NCS will empower SIRIUS to better understand and identify the behavioral portraits of their clients and prospects and determine the most effective branding and marketing strategies. Our goal is to help them paint a comprehensive picture of their targets’ behaviors, lifestyles, attitudes and psychographics.”

      Simmons Spring 2004 Unified Hispanic and National Consumer Survey revealed that more than 3 million adults 18 and older already subscribe to satellite radio, and more than 5.5 million plan to subscribe in the next 12 months. The study also examines the demographics of consumers who plan to subscribe to satellite radio in the year, finding that men are 9-percent more likely than the average consumer to plan to subscribe; potential subscribers are 30-percent more likely to be between the ages of 25 and 34; they are 38- percent more likely to be single; and the mean household income of adults planning to subscribe to satellite radio is $74,066 (7 percent above the national average).

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