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.
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.
(via Orbitcast and Cablecaster)