18-34 year olds are Satellite Radio's #1 age group for current subscribers and also for those planning on buying in the next 6 months according to BIGresearch's March Consumer Intentions and Actions survey of over 7,000 consumers.
The majority of those 35+ 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. Personally this isn't really a big surprise. Satellite Radio is still essentially a new technology, and the younger demographic is much quicker to adopt to new tech than older gens. So where's the surprise?
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. This is very interesting because it shows that Sirius' marketing efforts are definitely attracting the younger demographic better than XM.
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