NPR and Edison Research have released data from a joint study the two organizations conducted with 1,500 radio listeners in January of this year. The study was called “Radio: Live on Air and Everywhere,” and it delved into why listeners tune into radio.
As a result of the findings, NPR and Edison concluded that approximately 156 million people age 18+ – 63% of U.S. adults – listen to AM/FM radio daily. And, that radio still gets the biggest share of audio listening.
Here’s how NPR and Edison Research categorized survey respondents from their survey:
9% of radio listeners listen for all of their audio needs, they listen to the most radio.
16% of radio listeners listen for company and connection.
18% listen for their need to consume news and information.
27% listen for their need to consume music.
17% listen to radio only in the background.
13% of radio listeners listen to radio when it is the only option available.
The findings were presented in a webinar hosted by NPR VP of Sponsorship Marketing Lamar Johnson and Edison Research VP Megan Lazovick and is available HERE.
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April 16, 2021 at 12:24AM
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New Data Shows How Strong Radio Really Is - Radio Ink
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