The 6 Types of Radio Listeners

Have we told you how much we appreciate you lately, Mad Rock Nation?!?!

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!

Thank you for that!

Here’s how that breaks down, across the six types:

  1. Radio Heads,” which is 9% of listeners . . . They listen for ALL audio needs, and therefore listen to the most radio.
  2. Connection Seekers,” which is 16% of listeners . . . They listen for company and connection.
  3. Infomaniacs,” 18% of listeners . . . They listen for news and information.
  4. Rhythm Rockers,” 27% of listeners . . . They listen for the music.
  5. Laidback Listeners,” 17% of listeners. . . They listen to radio only in the background.
  6. Habitualists,” 13% of listeners . . . They listen to radio when it’s the only option available.

Obviously with most AM / FM radio, advertising takes up a chunk of time, and listeners are actually pretty COOL with that.

47% of listeners, across all six types, say that listening to ads is a fair tradeoff to consume the free content.

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)

Recently Played

R.O.C.K. In The U.S.A. (A Salute To 60'S Rock)John Mellencamp
7:32am
Working ManRush
7:25am
Separate Ways (Worlds Apart)Journey
7:19am
Welcome Home (Sanitarium)Metallica
7:07am
Double VisionForeigner
7:04am