Study: 17 Percent Have Downloaded Radio Apps

A new study released by The Media Audit reveals that 17% of U.S. adults have downloaded a local media app to their smartphone and that 23% of these consumers heavily favor radio, spending three or more hours per day listening. Nationally, more than 24 million consumers have downloaded a local media app across The Media Audit's 81 measured markets.

However, in some markets, the percent of adults who downloaded a local media app who are also heavy radio listeners is significantly higher in comparison to others. In Riverside-San Bernardino, California, 41% of adults within the metro area who have downloaded a local media's app to their smartphone are also considered heavy radio listeners. Similarly, in West Palm Beach, Florida, 36% of those who have downloaded a local media app to their smartphone are considered heavy radio listeners, followed by Orlando Florida, where 33% are considered heavy radio listeners.

The data provides insight into which markets have a greater opportunity to be more successful and lucrative in garnering radio's share of the local media app market.

Among those consumers nationally who have downloaded a local media app and who are also heavy radio listeners, 42% are between the ages of 18 and 34, while two-thirds are between the ages of 18 and 44. Both demographic groups are highly sought after by advertisers and media alike, due to their collective consumer buying power across categories such as real estate, financial services, automotive, retail and consumer electronics.

Rounding out the top markets for percent of adults who downloaded a local media app who are heavy radio listeners include Peoria, Illinois (32%), Rochester, New York (31%), Detroit, Michigan (31%), Dallas, Texas (30%), Jacksonville, Florida (29%), Cincinnati, Ohio (29%), and Baltimore, Maryland (29%).