Radio Listening Survey: Listeners Still Lean Toward Traditional Radio

Today is Public Radio Broadcasting Day. Public radio, along with all traditional radio, has changed a lot in recent years. Online and streaming radio has become increasingly popular, which could certainly have an impact on radio listening habits. So just how much has online radio impacted traditional radio listening habits?

Traditional Radio

In Ask Your Target Market’s latest survey, 38% of respondents said they listen to AM/FM radio daily. 26% listen to the radio a few times per week. 9% listen about once per week. 5% listen just a few times per month. 15% said they rarely ever listen to AM/FM radio. And just 8% said they never listen to the radio. 82% of radio listeners said they normally listen to music. 32% listen to talk radio. 14% regularly listen to sports on the radio. 9% regularly listen to public radio programs. And 6% listen to lifestyle radio programs.

Online Radio

On the other hand, just 14% of respondents said they listen to online or streaming radio daily. 17% listen to online radio a few times per week. 8% listen to it about once per week. 9% listen to online radio a few times per month. 28% said they rarely listen to online or streaming radio. And 24% said they never do.Similar to traditional radio, most online radio listeners seem to gravitate toward music. 83% of online radio listeners said they regularly listen to music. 19% said they listen to talk radio online. 10% listen to sports online. 7% listen to lifestyle radio programs online. And another 7% listen to public radio programs online.

Changing Habits

Looking forward, 51% of overall respondents think that online radio will likely have more listeners than traditional radio within the next five years. 28% were neutral. And just 20% think it’s unlikely for online radio to surpass traditional radio within the next five years. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Classic old radio 1960s or 70s style from FlickrWhat do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on January 11 via AYTM’s online survey panel.