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
Hubbard Radio Ups Jeremy Sinon To Corporate Digital Director
The Week In Review: 5/18-5/22
KSZR/Tucson Becomes Classic Hip Hop, 97.5 The Vibe
In Brief - May 22, 2015
May 21, 2015
President Obama To Renominate Jessica Rosenworcel As FCC Commissioner
Herndon Hasty Joins Cumulus Kansas City As VP/Sales
In Brief - May 21, 2015
May 20, 2015
Bruce Lundvall, Longtime Blue Note President, Dies At 79
Zach Mullins Named Digital Sales Manager For Cox Media Group/Atlanta
Quality Control Music Signs Joint Venture With Capitol Music Group/Motown Records
Spotify Adds Video Content, Podcasts
In Brief - May 20, 2015
May 19, 2015
iHeartCommunications To Pay $1M For Misusing EAS Tones During The Bobby Bones Show
Nielsen Study: Radio Delivers Decision-Makers For American Family Insurance
Triton To Represent XAPP Ad Inventory For jācapps Broadcasters
Pandora To Acquire Next Big Sound
Deezer Expands Content With News, Entertainment and Sports Podcasts
Republic/Island Execs & Artists at the BMA’s
In Brief - May 19, 2015
May 18, 2015
Alpha Media To Purchase Morris Communications Radio Stations
"Party Ben" Gill Joins Pandora
Spanish Broadcasting System First Quarter 2015 Results
Communion Records US Signs Broad Agreement With Capitol Music Group
BMG Acquires US Rock Label Rise Records
In Brief - May 18, 2015
May 15, 2015
Music News
Adam Lambert Unveils Two New Tracks
Academy Award-Nominated Actress Hailee Steinfeld Inks Record Deal With Republic Records
The Week In Review: 5/18-5/22
Quick Hits: Taylor Swift, Eminem, Enrique Iglesias, Slayer
Quick Hits: Taylor Swift, Madonna, Little Mix, Roger Waters
Pitch Perfect 2 Comes In At #1
Quick Hits: Foo Fighters, The Rolling Stones, Kanye West, Five Finger Death Punch, Amy Winehouse, Riot Fest
FMQB Photo Pass: MMRBQ 2015
Quick Hits: Sam Smith, B.B. King, Life Is Beautiful festival, Bullet For My Valentine
Taylor Swift Cleans Up at Billboard Music Awards
Chris Brown, Nicki Minaj Lead 2015 BET Awards Nominees
Quick Hits: Taylor Swift, Bob Dylan, Janet Jackson, Nick Jonas, Chinx
Blues Legend B.B. King Passes Away
The Week In Review: 5/11-5/15
FMQB Photo Pass: Radio 104.5 Birthday Show
FMQB NOW

Question Of
The Week

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

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