NEW STUDY SAYS RADIO LISTENING HABITS ARE UNCHANGED FMQB
A new Omnitel/American Media Services (AMS) study finds that despite the multitude of new media options, most people are still listening to radio in the same amount as always. Approximately 27 percent of those surveyed are listening to less radio than they did five years ago. Just over half said their listening habits are unchanged, with 21 percent saying they now listen to even more radio.
Additionally, 63 percent said they find new music via radio, with friends (43 percent), TV (41 percent), print reviews (24 percent) and the Internet (16 percent) cited as other sources for new music. Also, men were found to be more likely than women to listen to Internet radio, but the gender gap is expected to shrink in the near future.
“Radio plays a vital role in American life. Reports of radio’s death seem greatly exaggerated,” said AMS President/CEO Ed Seeger. |