Contrary to anecdotal reports, Millennials don’t hate radio – in fact, they love it.
According to research being released this week by Alan Burns and Associates and Strategic Solutions Research, 87% of millennial women look forward to listening to radio, and more than three-quarters (79%) of them feel there’s a local radio station that really understands them.
“We interviewed over a thousand women born between 1982 and 2002” said Alan Burns, “and well over half of them (57%) have a radio station they love. Millennials are very tech-savvy and when you ask them about radio in general, you’re talking about technology that feels dated to them, so you get a weaker response. But when you narrow it down to specific radio stations, you find a huge store of affection and connection.”
Strategic Solutions Research EVP Hal Rood notes that “a lot of brands would love to have the level of engagement that women have for their favorite radio station. This study reveals how women rate radio not only compared to other purely online music services but also other major brands in their lives. We think the results will surprise most people.”
The study, titled “What Women Want 2017 – Insights into Radio, Music, and New Media” surveyed 2,000 women aged 15-54 for their usage and perceptions of radio, pureplay music streamers, and other sources of music, including what audio drivers of connected vehicles listen to. Results are being released in a series of four webinars, with the first scheduled for this Thursday (Feb. 16) at 2pm Eastern/11am Pacific.