Kassof Study: Most Listeners Pay "A Lot Of Attention" To Radio
September 26, 2013
Mark Kassof & Co. continue to release data from their latest ListenerThink P1 study, finding that that 76 percent of 18-64 year-old radio listeners agree with the statement: "When you listen to radio, you pay a lot of attention to it." Only 22 percent disagreed, while two percent don’t know. Listeners’ attention when listening extends across demo groups, as 18-24 year-old Men agree least that they "pay a lot of attention," but still overwhelmingly agree – 69 percent do (26 percent strongly), while only nine percent disagree strongly.
These findings are based on 989 online interviews with 18-64 year-old radio listeners in the U.S., conducted September 12-15, 2013. They come from Kassof & Co.’s annual ListenerThink P1 research, which explores the role of radio in listeners' lives from many angles -- what they think of it, its importance, and the benefits of listening. More details can be found at kassof.com.
Kassof states, "One of the great things about radio is that it's something listeners can do while they're doing something else. But that doesn’t mean it’s only in the background…the vast majority are most definitely paying attention!"