7 in 10 Americans Say Radio is Part of Their Daily Routine

May 16, 2013

This article is included in these additional categories:

Radio

CCM+E-American-Attitudes-to-Radio-May2013While a recent survey found a majority believing that in 5 years, Americans will primarily listen to streaming radio versus traditional AM/FM radio, another study, this time from Clear Channel Media and Entertainment (CCM+E), begs to differ. According to the “State of Listening in America” study, 69% of respondents agree that “streaming services do not replace radio.” Other results from the survey suggest that radio is alive and well: 92% of respondents said they listen to radio at least once a week, while 71% say it’s part of their daily routine.

A recent report demonstrated that radio benefits from its ability to trigger emotional connections from listeners, and the latest study from CCM+E supports that finding. Specifically, 72% of respondents believe that radio feels more “human” than the internet, and 65% feel it is more “personal” than TV. Not only that, but two-thirds agree that their favorite station reflects who they are as a person. Those personal connections mean that 78% agree that radio can make a difference in the community and 72% feel that radio is more community-oriented than TV.

Other Findings:

  • 8 in 10 respondents say radio is helpful in discovering new artists or songs, a finding that aligns with research from both Nielsen and Jacobs Media.
  • Radio listeners prefer on-air ads that are creative and humorous and leverage on-air talent.
  • Respondents view radio ads more positively than ads on TV, the internet and mobile applications.
  • 8 in 10 say the first thing they do when they get into their car is turn on the radio.
  • 78% say they can access radio anywhere, and 85% agree that radio has become more accessible.

About the Data: The data is based on a survey of more than 1,000 respondents, conducted by Latitude Research and OpenMind.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This