92 percent of the people in the U.S. over the age of 12 (242 million people) listen to the radio each week. But what you may not be conscious of is where and when you’re most likely to tune in to hear your favorite music, news, talk or sports programming…because it depends on your employment status.
According to Nielsen’s new Audio Today report, a large majority of nationwide radio listening happens outside the home by the full-time working crowd. Now, it should come as no surprise that those two factors are directly related; employed consumers are the most likely to leave the home on a regular basis during the weekday. And when they’re away from home, they’re more likely to use radio than during other times during the day.
Over the course of a seven-day week, 64 percent of all radio listening happens away from home, and 62 percent of the audience between the ages of 18-64 works full time. Both numbers jump even higher if you focus on the Monday to Friday work week, particularly during commuting hours (known as AM Drive and PM Drive in the radio world).
And younger generation listeners aren't tuning in as much as their elders:
While nine out of 10 millennials still listen to at least five minutes of traditional radio a week, young adults are splitting their time with other audio options such as streaming services (including Spotify, Rdio and now Beats Music) and their personal music collections
For millennials and Gen X-ers, country music radio was the most popular format. The boomers had the highest radio engagement of any demo, but leaned toward news and talk as their genre of choice.
Country was the the most popular format in general, with a 14.8% share of all radio listening. News and talk came in second with 11.3%, followed by pop contemporary hits with 8%.
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