How does radio affect your purchasing decisions? A January 2016 PC Pitstop survey reveals America’s radio listening habits.
How much do you listen to the radio? How likely are you to respond to a radio advertisement? In preparation for running a radio advertising campaign test for PC Matic, PC Pitstop was interested in the role that radio plays in the lives of our customers and potential customers.
PC Pitstop included a survey link in a January 2016 weekly newsletter to determine how people interact with the sound waves bouncing around our atmosphere. Below is a summary of what we discovered.
Survey Methodology Overview
The survey link was distributed via one of our weekly newsletters. The newsletter is sent to all of our customers and web site visitors that have opted in to receive it. There were 687 people that responded to the survey. 116 responded that they do not listen to the radio and those folks exited the survey at that point. The responders skewed towards male, representing 83% of the total sample. The survey also was skewed towards older folks, with over 54% identifying themselves as age 65 or older. 1.4% of the responders were under age 35 and those responses were removed from the age group analyses as being statistically too small of a sample to draw any accurate conclusions.
Almost 17 Percent of Folks Don’t Tune In
When asked if they listened to the radio, approximately 83% of folks overall, indicate that they listen at least once a week.
For People that Listen to the Radio
Of the people that listen to the radio, more than 46% listen every day. The older one gets, the less amount of time they spend listening to the Radio. The survey also showed that men listen slightly more frequently and for more hours than women.
Terrestrial AM / FM Broadcast is Most Popular
People are still tuning in to AM / FM signals. It is interesting the the 65 and older group are more likely to listen to satellite radio. This may likely be a function of disposable income.
Listening to the radio in one’s vehicle is not surprisingly a popular location to tune in. Approximately 10% of pre-retirement age people listen at work.
The working age groups are tuning in during their morning commute. Retirement age people are listening more during the daytime hours. Music is the most popular type of programming across all age groups. Talk Shows come in second and are actually the most popular during the over night listening hours. Women tend to listen to music more than men. Men tune into News /Sports News more than women.
Station loyalty appears to increase with age.
Radio Ad Responsiveness Appears to Decrease with Age
Almost 60% of the 65 and over age group don’t recall ever responding to a Radio Ad. Men are less likely to respond to a radio ad than women.
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