A nationwide study has been released Critical Mass Insights reveals overwhelming, near-universal consumer support for keeping traditional AM/FM radio as a standard feature in new vehicles — with 96% saying a built-in radio is important when buying a car and 98% insisting it remain easy to access on the dashboard.
Support spans every age group from 18 to 74, including people who rarely listen to terrestrial radio. Nine in ten respondents (90%) say they want radio available for emergencies — severe weather, natural disasters, or fast-breaking events — and 97% consider live radio access critical in those moments.
Key findings at a glance:
- 96% would miss radio if it were removed from new cars
- 89% say the absence of a radio would likely stop them from buying that vehicle
- 97% value completely free audio entertainment in their cars
- 90% say on-air personalities help combat loneliness while driving
The research highlights radio’s unique role in local news, weather, sports, music discovery, and human connection — benefits consumers say cannot be fully replaced by subscription streaming services. For the significant number of drivers who rely solely on free over-the-air radio, removing it would mean new ongoing costs.
Falke noted the findings align with the firm’s earlier “The Human Consumer” research showing radio’s on-air voices remain a powerful antidote to isolation on the road.
The study underscores a clear message to automakers: as dashboards go digital, eliminating built-in AM/FM radio risks alienating the vast majority of car buyers across all demographics.