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
2015 NAB Marconi Radio Award Winners Announced
In Brief - October 2, 2015
October 1, 2015
Cumulus Announces Programming Moves In Indianapolis & Atlanta
iHeartMedia Savannah Names Jonathan "JR" Reed Program Director At WAEV
Concord Bicycle Music Announces Major Strategic Investment In Razor & Tie Enterprises LLC
Nielsen & Westwood One Renew Relationship
September 30, 2015
Sean Atkins Named President Of MTV
The T.J. Martell Foundation Annouces The Clive Davis Research Fellowship Award
Cox Media Atlanta Names Tripp West Music Director/Midday Host On B98.5
In Brief - September 30, 2015
September 29, 2015
Cumulus Media Appoints Mary G. Berner CEO
iHeartRadio Music Festival Makes Billions Of Impressions On Social Media
Cox Media Group Jacksonville Launches New Easy 106.5
HD Radio Technology Expands Automotive Offerings
In Brief - September 29, 2015
iHeartMedia Tucson Names Carl Anderson Market President
iHeartRadio Jingle Ball Tour Returns Presented by Capital One
The CW and iHeartMedia Announce New Multi-Year Broadcast Agreement
Former Warner Bros. Records President Livia Tortella Launches Black Box
In Brief - September 28, 2015
September 25, 2015
FCC Commissioner Michael O'Rielly Headlines Session At 2015 Radio Show
The Week In Review: 9/21-9/25
Nielsen BDSradio Grows 40% Since Adding Streaming Data
In Brief - September 25, 2015
September 24, 2015
Pandora All-Time Royalties Surpass $1.5 Billion
Music News
Deluxe Edition of Sam Smith's In The Lonely Hour Announced
Quick Hits: Selena Gomez, Miley Cyrus, Megadeth, Beastie Boys
Quick Hits: Fifth Harmony, Train's Pat Monahan, Seal, Roger Waters
Beyoncé, Jay Z & Prince Headlining Massive TIDAL X Charity Concert
Quick Hits: The Who, Ed Sheeran, Bleachers, American Music Awards, Katy Perry / Sting, Austin City Limits
Quick Hits: Nicki Minaj, Lady Gaga, Kendrick Lamar
Seven New Albums Debut In Billboard 200's Top Ten
Quick Hits: Kelly Clarkson, Fetty Wap, Corey Taylor
CeeLo to Drop Heart Blanche in November
The Week In Review: 9/21-9/25
Quick Hits: Pearl Jam, Muse, OMI, Collective Soul
Kanye West's Swish Could Be a Year Away
Quick Hits: Sara Bareilles, X Ambassadors, All That Remains
Ryan Adams Discusses His Own 1989
Quick Hits: BET Hip-Hop Awards, Sam Smith, Forbes Top Hip-Hop Earners, The Weeknd, Young Thug

Mark Adams
San Francisco

FMQB Member Login

Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!