Mark Kassof & Co. continue to release more data from their annual "ListenerThink P1" study. Out of the 18 motivations listening to radio tested in Kassof's research, those related to listeners’ mood were found to have the greatest impact. At the top, 49 percent find listening "to get in a better mood" very important, and 46 percent find listening "to relax and unwind" very important. Surprisingly, listening "to feel more like part of your community" was among the lowest motivations, with just 17 percent very interested.
These findings are based on 989 online interviews with 18-64 radio listeners in the U.S., conducted September 12-15, 2013. The annual ListenerThink P1 research, which explores radio's role in listeners' lives -- what they think of it, its importance and the benefits of listening. More details can be found at kassof.com.
Kassof says, "In this research, we wanted to go beyond the basics of programming to get at the personal benefits listeners seek from radio. Next week, we’ll report on how the P1s of various formats differ in terms of their attitudes and the benefits they seek."