I’ve long been interested in psychographics. Wikipedia defines it as “the study of personality, values, opinions, attitudes, interests, and lifestyles.” We dipped our toe into it Tuesday when we explored P1’s listeners self-image as expressed movie ratings style. Today, we’ll dig deeper…
What we’re focused on here is not so much how all P1’s respond, but rather the differences between P1’s of various formats. And it’s all based on our ListenerThink P1 survey conducted online at the end of October.
People categorize themselves in all sorts of ways…like the whole issue of being a “dog person” or “cat person.” Overall, the dog lovers have it…
|Are you a…|
|CAT PERSON or a… .||30%|
|DOG PERSON ?||57%|
Urban P1’s are the strongest canine supporters, at 71%! Gold/Classic P1’s are the biggest feline fans, at 41%.
In the battle between introversion and extroversion, the silent types prevail…
|Are you an…|
|INTROVERT or an… .||44%|
News/Talk P1’s are most likely to be introverts, at 52%. Rock and Gold/Classic P1’s are included the most extroverts, at 31% (still behind their introverts though).
Then there’s the whole issue of morning versus night people…
|Are you a…|
|MORNING PERSON or a… .||33%|
|NIGHT PERSON ?||58%|
Rock P1’s are the #1 night people, at 70%. The biggest morning people are News/Talk P1s at 43%.
Listeners are evenly split between being indoor or outdoor types…
|Are you am…|
|INDOOR PERSON or an… .||46%|
|OUTDOOR PERSON ?||45%|
Country P1’s have the highest percentage of outdoors men and women at 55%. Urban P1’s have the most indoor types, at 59%.
When it comes to appetite for the new versus the tried-and-true, the self-styled “early adopters” win out. Now, with this (as well as all of the either/or choices we’re seeing), keep in mind that this is how listeners see themselves…
|Do you prefer to…|
|TRY NEW THINGS or… .||57%|
|STICK WITH THE TRIED & TRUE? .||33%|
This doesn’t reflect the way they actually are. Marketing analysis that far fewer than half of consumers are eager to try new things. But 73% of Urban P1’s think they do…more than any other P1’s. Country P1’s include the most inclined toward the tried-and-true, at 46%.
Apparently, “try new things” doesn’t necessarily involve risk. It’s not necessarily jumping out of a plane…it could be more like upgrading to an iPhone 6 (or whatever). Because even though the major prefers to try new things, most are not risk takers…
|Do you tend to…|
|TAKE RISKS or… .||38%|
|PLAY IT SAFE?||58%|
CHR P1’s are the biggest risk takers, at 48%. And Country P1’s lead the play it safe crowd, at 62%.