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
RAB Report: Radio Shows Double-Digit Growth In Digital Revenue For Q3
The Week In Review: 11/17-11/21
Jaysson Reno Named VP, Sales For KGO-AM, KSFO-AM
Kassof Research: CHR P1's: Excited & Social
In Brief - November 21, 2014
November 20, 2014
Cumulus Promotes Jeff Davis To National Director Of Stratus Music Scheduling
Mike Fredrick Named Hubbard Radio Cincinnati VP/Market Manager
Hubbard Radio Announces New Division, 2060 Digital, LLC
Kassof Research: Christian Radio P1’s: Mission Accomplished
In Brief - November 20, 2014
November 19, 2014
Musicians On Call Raises $700,000 At 15th Anniversary Celebration
iStreamMEDIA Adds Christopher Cottrill As VP/Music Content, Programming
Jordan Blaugrund Promoted To VP, Digital Marketing, RCA Records
DeVito/Verdi Retained To Drive Awareness Of NextRadio App
Kassof Research: Rock P1’s: Too Cool to Care?
In Brief - November 19, 2014
November 18, 2014
100.3 The Beat Launches In St. Louis
MADE Music Announces Partnership With Vevo
Kassof Research: Urban P1’s: Into It!
Southern California Radio Roars Back In October
In Brief - November 18, 2014
November 17, 2014
Vevo Announces Leadership Transition
BMG Acquires Vagrant Records
Republic Records Names Delmar Powell Director of Urban A&R
Gordon Smith, NAB To Be Honored By Broadcasters Foundation Of America
Kassof Research: News/Talk P1's: It's Not About Happy
Music News
Iggy Azalea, J. Lo To Team Up on AMAs
The Week In Review: 11/17-11/21
Quick Hits: Saturday Night Live, Billboard Touring Awards, YouTube Music Awards, Arcade Fire
Quick Hits: One Direction, Taylor Swift, Young The Giant, Guns N' Roses, Jimmy Ruffin
Taylor Swift's 1989 Remains At #1
Quick Hits: U2, Katy Perry, Paramore, Lana Del Rey, The Voice
Foo Fighters Announce Major 2015 North American Tour
Ed Sheeran Launches "Thinking Out Loud"
Quick Hits: American Music Awards, New Now Next Awards / Jessie J, Smashing Pumpkins, Prince Royce, Marilyn Manson, The Decemberists, Bonnaroo, James Blunt
U2 Postpones Tonight Show Residency
Quick Hits: AC/DC, J. Cole, Giorgio Moroder, alt-J, Lollapalooza South America
Kid Rock Gearing Up For First Kiss
The Week In Review: 11/10-11/14
Quick Hits: Paramore, AC/DC, Ryan Seacrest‘s New Year’s Rockin’ Eve
Quick Hits: One Direction, Juvenile, Randy Jackson, MTV Awards shows
FMQB NOW

Jon Zellner
SVPP, iHeartMedia

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!