Harker Bos Group has released “State of Media 2024,” a study conducted of those ages 18 and above, focusing on distinctive segments such as Urban versus suburban & rural residents and the varying habits of office workers versus those in remote or hybrid work setups. The research found 65% of media consumers listen to radio weekly, with most tuning in for 30 minutes to 1 hour, predominantly in the morning. Additionally, music rules the airwaves, with Rock (55%), Pop (55%) and Country (43%) as top genres.
More Radio Industry Insights
- Engaging Content: Blend news updates with music for morning routine listeners.
- Genre Diversity: Curate stations with various music genres to appeal to diverse preferences.
- Local Relevance: Prioritize local event coverage, meeting the 54% who find it crucial.
- Tech Integration: Invest in high-quality streaming options for enhanced user experience. 56% prefer traditional OTA AM/FM radio, while 37% favor streaming radio stations.
Urban vs. Suburban Rural Audiences
- Urban Audiences (70% weekly) outpace Suburban & Rural Audiences (60%) in Radio usage frequency.
- Urban satisfaction with today’s pop (57%) and country (72%) exceeds Suburban Rural ratings.
- Local event coverage is vital for Urban Audiences (70%), compared to 36% of Suburban & Rural (though an additional 48% do feel that it’s somewhat important).
The consumption patterns of radio among respondents finds the morning emerges as the dominant listening time, with 52% of individuals favoring morning radio shows. Radio appears to complement diverse activities, especially during driving (68%) and relaxation (44%), indicating its role in both active and leisurely pursuits. Listening sessions tend to be shorter, with a significant majority (43%) tuning in for durations ranging from 30 minutes to 1 hour.
Radio show preferences exhibit distinct inclinations, especially during morning and afternoon slots. Mornings are crucial, with 69% incorporating radio into their routines, primarily for news updates (70%) and music (74%). In contrast, afternoons see 80% of individuals listening to unwind, favoring music (89%) and entertainment (46%).
The interactive nature of radio is evident, with 53% actively participating in contests or interactive segments during morning shows. Additionally, 54% highlight the importance of local coverage, emphasizing the significance of community updates and local events.
Factors influencing station selection include sound quality (67%), station availability (54%), and ease of use (53%).
Preferences and favored formats also shed light on listener inclinations. A strong preference for music (85%) is evident, followed by news/talk (51%) and sports (38%). The appeal of stations blending various music genres is apparent, with rock (55%), pop (55%), and country (43%) being the top genres. While traditional AM/FM radio remains preferred by 56% of respondents, 37% opt for mobile or tablet streaming.
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