According to the TechSurvey12 of old and new media, just released by Jacobs Media, It’s probably exactly who you’d think—young urbanites who tend to skew male.
But how much they listen, what are their biggest beefs with the digital radio service, and what other forms of radio do they listen to?
This year’s study includes quite a bit of research on Pandora, at a time when the future looks uncertain for the digital radio service. While it still has millions of listeners and remains a destination for local advertisers, it still isn’t making money and is rumored to be on the block.
According to Jacobs, 23 percent of men listen to Pandora, compared to 22 percent of women.
The company’s strength is, not surprisingly, with Millennials, with 28 percent saying they use the service. Generation X is second at 23 percent.
Perhaps surprisingly, 18 percent of the Silent Generation, or those before the Baby Boomers, also say they use the service, which is fairly high for anything digital, according to Media Life magazine.
Interestingly, a small percentage of Pandora listeners, 23 percent, say they are listening to the service less this year than they were last year. Among them, Millennials are most likely to be cutting back on their listening.
Overall, 28 percent of respondents said they use Pandora, down slightly from 30 percent last year. That still puts it ahead of Sirius XM Radio, with 22 percent saying they listen to satellite, but well behind traditional radio, at 91 percent.
As for Pandora's top negatives:
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