Satellite Radio

Satellite Radio Becoming Mainstream Among American Adults

November 12, 2004

Company: Simmons Market Research Bureau

Industry: Demographic Data

Location: New York, NY, United States of America

Simmons signs multi-year agreement with SIRIUS Satellite Radio NEW YORK,NY--With the recent buzz around satellite radio and the latest announcement of the Howard Stern deal, one might say satellite radio is becoming more mainstream among American adults.In recent months, Simmons, an Experian Company, the oldest and most respected authority on the behavior of the American consumer, has announced the signing of SIRIUS Satellite Radio (NASDAQ: SIRI) to a multi-year agreement for the Simmons National Consumer Survey (NCS).

"With the rapid growth of satellite radio, we are extremely excited that SIRIUS has chosen Simmons to help them grow their subscriber base," says Chris Wilson, president and COO, Simmons, an Experian Company."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 reveals over 3 million adults 18+ already subscribe to satellite radio and over 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 and finds that men are 9% more likely than the average consumer to plan to subscribe; potential subscribers are 30% more likely to be age 25-34; they are 38% more likely to be single and the mean household income of adults planning to subscribe to satellite radio is $74,066 (7% above the national average).

About Simmons

Simmons, an Experian Company is America's leading provider of consumer product purchase, shopping and media usage behavior, as well as detailed demographic, psychographic, lifestyle and attitudinal descriptions.Simmons surveys more than 30,000 people annually to produce the National Consumer Adult, Teens and Kids Surveys.Each of these reports provides individual and household information on approximately 8,000 brands in more than 450 data categories.Simmons' proprietary BehaviorGraphicsTM

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