Gen Y Doesn’t Listen to the Radio Anymore… or Do They?
I came across this research from Bob McCurdy, president of Katz Marketing Solutions. Thought the stats were fascinating. The numbers are going against the assumptions many have about radio.
Younger people remain committed to their radios, according to the recently released Nielsen white paper, “How U.S. Adults Use Radio and Other Forms of Audio.” By realigning the data socioeconomically instead of by medium or audio platform, the study offers an unprecedented glimpse into the media habits of various population segments.
Almost 80% of 18-34-year-olds listen to radio every day for an average of 104 minutes. Contrary to conventional wisdom, only 20% of the younger demographic sought by advertisers listen to MP3s daily; and among those who did, 82% also listen to broadcast radio for close to 100 minutes a day.
It turns out this coveted demographic tends to be lighter viewers of television, while paying little attention to print and spending close to 40% less time with newspapers than the average adult.
Now this doesn’t mean the 18-34 year old demographic is perfect for typical fundraising, but it does show that the audience is there IF you have the right idea which motivates them to act.
