Thursday, November 21, 2013

Survey: Millennials Indifferent To AM Radio

In a study of under-35′s by Mark Kassof & Co., they  wanted to know what Milennials feel and think about AM.

Based on 303 online interviews conducted last week with 13-34 respondents, AM has more likes than dislikes. But, not surprisingly, Millennials’ affection for AM doesn’t come close to that of FM, and their #1 response is indifference — nearly a third neither like nor dislike AM.

Positive feelings for AM have a male skew (the opposite of FM’s skew)…42% of males either like (31%) or love (11%) AM, while only 29% of females do. Broken out by age groups, the youngest and oldest Millennials share pretty much the identical view of AM.

The survey asked those who dislike or hate AM: Why?

Millennials’ reasons for disliking (or even hating) AM radio reflect what they think about it. When we asked respondents: What is the very first thing that pops into your mind when you think of AM radio?, their #1 response was  ”talk shows” (16%), followed by “boring” (10%), “old/outdated”  (8%), “sports” (7%) and news (7%).

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