Yesterday our ListenerThink P1 analysis looked at Classic Rock P1’s. Today we turn our attention to Mainstream and Active Rock P1’s, who are more different from than like their “Classic cousins”…

Radio is a social experience for the Rockers…more so than for the Classic Rockers, and somewhat more than for listeners overall:

ADD TO THE FUN WITH OTHERS          . TOTAL . ROCK P1’s
VERY IMPORTANT 29% 36%
SOMEWHAT IMPORTANT 38% 36%
SLIGHTLY IMPORTANT 17% 13%
NOT AT ALL IMPORTANT 14% 12%
Don’t know   2%   3%

The Rockers’ connection to their friends is stronger than their community connection…a connection that’s lower than average:

FEEL PART OF THE COMMUNITY          . TOTAL  . ROCK P1’s
VERY IMPORTANT 17%   7%
SOMEWHAT IMPORTANT 30% 24%
SLIGHTLY IMPORTANT 24% 35%
NOT AT ALL IMPORTANT 27% 34%
Don’t know   2%  0%

In this respect, Rock P1’s are very much like Classic Rock P1’s.  But unlike them, Rockers do not score information-related motivations less than average.

Bottom line: While they certainly share some music in common with their Classic counterparts, Rock P1’s are more connected…to their buddies, and to what’s “happening.”

Tomorrow: Alternative