NPR and Edison Research recently conducted a study on radio audiences and identified six different types of listeners.
They found that approximately 156 MILLION people listen to AM / FM radio daily. That’s 63% of U.S. adults ages 18 and older.
Here’s how that breaks down, across the six types:
“Radio Heads,” which is 9% of listeners . . . They listen for ALL audio needs and therefore listen to the most radio.
“Connection Seekers,” which is 16% of listeners . . . They listen for company and connection.
“Infomaniacs,” 18% of listeners . . . They listen for news and information.
“Rhythm Rockers,” 27% of listeners . . . They listen for the music.
“Laidback Listeners,” 17% of listeners. . . They listen to the radio only in the background.
“Habitualists,” 13% of listeners . . . They listen to the radio when it’s the only option available.
Obviously, with most terrestrial radio, advertising takes up a chunk of time, and listeners are actually COOL with that.
47% of listeners, across all six types, say that listening to ads is a fair tradeoff to consume the free content. And 46% say they’ve even considered a new company, product, or service after hearing an ad on the radio.
41% of all time spent listening to audio by U.S. adults is on AM / FM radio . . . and 33% of AM / FM radio listeners say the platform is becoming a more important part of their lives, even with the growth in online audio and other options.
(National Public Media, NPR)