Study: 20 Percent Of Young Listeners Are Heavy Radio Users
December 6, 2012

A new study from Scarborough Research shows that 90 percent of Heavy Radio Listeners in the U.S. are between the ages of 18 and 64, but there are noteworthy generational differences. The study breaks down those listeners into three categories: Generation Y (ages 18 to 29, 20 percent of which are heavy radio listeners); Generation X (ages 30 to 44, 32 percent of which are heavy listeners); and Baby Boomers (ages 45 to 64, 38 percent of which are heavy listeners). As for the Millennials (or Gen Y), 61 percent are heavy listeners of the Pop/CHR format, followed in popularity by Country, Rhythmic/CHR, AC and Hot AC. Gen X listeners are also big on Pop/CHR, AC, Country and Hot AC, followed by Classic Rock. And Baby Boomers are listening to AC the most, followed by News/Talk, Country, Classic Hits and Classic Rock. 

Forty percent of Millennials said they have listened to radio online in the past 30 days, while 33 percent of Gen Xers listened online and 23 percent of Boomers did so. Podcasts are lagging a bit in popularity, as only seven percent of Gen Xers have listened to one in the past 30 days, followed by six percent of millennials and five percent of boomers.

Scarborough also offered a complimentary study on millennials alone, examining their behavior and attitudes regarding modern media. The study showed that radio listening among American adults age 21-34 has remained steady over the past 10 years. In 2001, 15 percent said they listened to news/talk/personality radio in the past week, and in 2011, the number was 14 percent. Millennials also are twice as likely as all adults to have used the Internet to download music in the past 30 days. Twenty-six percent of them visited a radio station website in the past month, and 17 percent listened to a local radio station online.

The Scarborough study was presented as part of the Arbitron Client Conference yesterday.
More data from the study on Millennials can be seen here.




 
Breaking News
ASCAP Names Brian Roberts EVP/COO
Mark Abuzzahab Joins VuHaus As PD
Study: The Infinite Dial 2015
More Speakers Added To The Conclave
In Brief - March 5, 2015
March 4, 2015
Verve Music Group Promotes Mike Rittberg To General Manager
More Speakers Added To The Conclave
March 4, 2015
Nielsen Acquires eXelate
iHeartMedia Receives Five Stevie Awards For Sales, Customer Service
Coleman Insights To Host New Music Webinar: When Is A Hit A Hit?
In Brief - March 4, 2015
March 3, 2015
Cumulus Names New Programming Leadership In L.A. And Minneapolis
Republic Records And IM Global Announce Multi-Picture Co-Production Pact
2015 NAB Show To Feature FCC Commissioners
Warner Music Group Names James Steven EVP/Communications & Marketing
Entravision Appoints Maria Lopez-Knowles Chief Marketing Officer
Kane Show, Maroon 5 Show Support For Fan
Rick Krim Tapped As Sony/ATV Co-President, U.S.
Courtney Lowery Upped To VP/Publicity At Epic Records
In Brief - March 3, 2015
March 2, 2015
Ipsos Research Study Highlights Continued Strength Of AM/FM Radio In Cars
Cumulus Reports Operating Results For Fourth Quarter And Full Year 2014
KYSR Names Andrew Harms APD/MD/Afternoon Host
Chad Lopez Appointed VP/Market Manager For Cumulus New York
iHeartMedia Names Colleen Valkoun Market President For Madison And Milwaukee
Cumulus Ups Donna Baker To Midwest RVP, Peter Bowen Named Chicago VP/MM
Music News
Usher, No Doubt Celebrate Earth Day in D.C.
Quick Hits: Wale, Violent Femmes, David Gilmour, Sweetlife Festival, Rivers Cuomo
Rapper Big Sean Debuts At #1 On Billboard 200
Quick Hits: Shania Twain, BET Experience, Rock In Rio USA, Wilco, Brian Wilson
Kelly Clarkson Takes Piece By Piece On the Road
Quick Hits: Metallica, My Morning Jacket, Flo Rida, Modest Mouse, Led Zeppelin
Madonna Unveils Rebel Heart Tour
Mumford & Sons Get Wilder On Third LP
Quick Hits: Kanye West, Stone Sour, Radio Disney Music Awards, Lollapalooza Berlin, Bestival
All Apologies From Kanye West
The Week In Review: 2/23-2/27
FMQB Retro-Active: Aerosmith's Joey Kramer Talks Donington DVD, The Beatles, and Rockin and Roastin Coffee
Quick Hits: Mumford & Sons, Madonna, Beale Street Music Festival, Tool
Ed Sheeran, Sam Smith Rule BRIT Awards
Quick Hits: Foo Fighters, Carly Rae Jepsen, The Airborne Toxic Event, Echosmith, Finding Neverland Album with John Legend & Rita Ora
FMQB NOW

Rob Roberts
OM/Cumulus Atlanta

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!