What Wakes You Up?

At last week's Country Radio Seminar, we debuted the results of our "Wake Me Up!" research study about behaviors and media habits of online 18-54 year-olds in America.  There were many surprise findings; today I'd like to focus on what happens in the very first moments of one's day.

As the first graph here shows -- only about half of people are actually awakened by an alarm of any kind.  One third of 18-54s just 'get up' on their own, and another one-sixth are awakened by another person or a pet.  

We then went on to ask the half of the sample that does awaken to an alarm what kind of an alarm it was:

As you can see, the mobile revolution has really hit here.  While 47% seem to awaken to something like the classic 'clock-radio' that we envision next to Bill Murray in Groundhog Day -- most of them use the beep or buzz feature instead of the radio.  This means that only 6% of our sample wakes up to the radio on a clock radio.