The latest AMS Radio Index found that 63% of American adults listen to the radio one or more times a day, which was consistent with AMS polls performed in August 2006 and April 2007.
Among the findings of the survey:
- Listening was strongest within the key age group of 25-34, with nearly eight out of 10 (79%) saying they listen to the radio at least once a day.
- Nearly three out of four (74%) Americans say they are listening to the radio as much or more now than five years ago, a finding that was also consistent with prior AMS surveys.
- Similarly, 74% of Americans say they turn on the radio when they get into their car. That includes 72% of young adults age 18-24 and 80% of those age 25-34.
- On the other hand, subscribing to satellite radio remains flat at 11%.
- Among non-subscribers of satellite radio, 89% said they were unlikely to subscribe in the next 12 months – higher than the 81% who said so in April’s survey.
The poll also found that when Americans were asked which of seven factors would prompt them to listen to the radio more, having more music and fewer commercials came out on top. Having disc jockeys or announcers talk more came in last.
About the survey: The national poll was conducted for AMS by OmniTel, the weekly omnibus survey of GfK Custom Research of Princeton, NJ. The telephone survey of 1,017 Americans adults was conducted during the weekend of September 7-9, 2007.