Radio Listening Gradually Transitions to Digital Platforms

by MarketingCharts staff
That sentiment is not much higher among the youngest age group; only about 1 in 5 (21.5%) of listeners aged 18-29 share it.

What’s more, fewer than 1 in 10 respondents agreed that with all the other available sources, AM/FM radio isn’t very appealing to them – a figure that was actually lower among older age groups. And almost three-quarters agreed that AM/FM radio will never go away.

Nevertheless, there’s no doubt that consumption of digital radio is increasing. According to a recent study from Edison Research and Triton Digital, some 36% of Americans aged 12 and up listen to online radio on a weekly basis, up from 33% last year and 29% a year earlier. Weekly time spent with online radio was also reportedly on the rise. For its part, the Jacobs Media study found that 55% of radio listeners stream internet radio at least weekly.

Add it all up and it’s no wonder that agencies are showing greater interest in online radio and that online radio¬†revenue is growing quickly.

Yet, as respondents to the Jacobs Media survey remind, the emotional appeal of traditional radio endures:

  • More than two-thirds listen to hear their favorite songs and artists;
  • Close to half (45%) say that a primary reason for listening is because it keeps them company;
  • A similar percentage (43%) listen because they want to get in a better mood; and
  • Roughly one-third report that a primary reason for listening is to escape the pressures of everyday life.

About the Data: Techsurvey10 results were gathered online from January 14-20, 2014. Overall, 199 broadcast stations across the U.S. and Canada participated, contributing 37,063 respondents.