Kassof Study: Most See Radio As Important In Their Lives
September 25, 2013
Mark Kassof & Co. has revealed another portion of its annual ListenerThink P1 study, and today, the research shows that 70 percent of 18- to 64-year-old radio listeners agree with the statement: "If you couldn't listen to radio, you'd feel something important was missing from your life." Only 27 percent disagree, while 3 percent don't know. The perception that radio is important extends across age groups – 35-to 54-year-old listeners agree most, 18- to 24-year-olds agree least. But even among 18-24s, 58 percent still agree that radio is an important part of their lives, while 40 percent disagree.
Mark Kassof states, "Yesterday, we reported that most listeners think radio isn't as good as it used to be. But that doesn't negate the fact that more than two-thirds see radio as something important in their lives."
These findings are based on 989 online interviews with 18-64 radio listeners in the U.S., conducted in September. They're just one aspect of Mark Kassof & Co.'s annual ListenerThink P1 research, which explores radio's role in listeners' lives.