Radio continues to be a popular media choice for people of all ages according to a research study commissioned by Clear Channel Media and Entertainment called “State of Listening in America.” According to the report, which was released Friday, 92% of all respondents reported listening to radio at least once a week.
The nearly ubiquitous listening includes younger generations with 94% of 13-17 year olds and 89% of 18-24 year olds who participated in the study saying they tune in weekly. "This research confirms that radio's reach and appeal remain strong regardless of the platform, geography, ethnicity, or age group," said Clear Channel CEO Bob Pittman.
A lot of that listening is clearly taking place in cars as 82% of participants say the first thing they do when they get into their vehicles is turn on the radio and 74% say it feels “awkward” if the radio isn’t on when they are driving.
The research, conducted by Latitude Research and OpenMind Strategy, included focus groups, ethnographies and other qualitative studies as well as a 1,000 person online survey of men and women between 13 and 54 years old. A Clear Channel spokesperson says all respondents were recruited randomly by third party research providers so participants had no idea Clear Channel was involved.
Other results include two-thirds of participants agreeing with the statement that “my favorite radio stations reflect who I am as a person.” That relationship is driven by a couple of factors including relationships with the on-air talent and new music discovery. 66% of respondents said radio offers a “more personal connection” than TV personalities and 78% say DJ’s keep them “up-to-date on current events” and while 80% of participants report radio helps them discover new artists or songs.
The study also addressed streaming platforms which respondents indicate are adding to their overall consumption of audio entertainment not cannibalizing it. Nearly 7 in 10 respondents say that streaming platforms do not replace radio for them and a similar percentage agree that “mobile devices make radio even more relevant” because they always have the device handy.