Research: Six Kinds Of Radio Consumers

New research by Mark Kassof & Co. reveals that 35% of those ages 18-64's can be characterized as "Radio Junkies," or consumers who love radio.

The research  takes a broader look at radio listeners…analyzing consumers based on their attitudes toward radio:  what they want from it, what they get from it, how they feel about it, and even how they see themselves.

Radio is a very important part of the "Radio Junkies'" lives. They're interested in radio personalities, and the vast majority like personalities "that seem like personal friends." The vast majority are also interested in radio contests.

The "Junkies" score highest on 12 of 16 personal/psychological motivations for listening to radio. Their top motivations are getting in a better mood, getting an energy boost, or relaxing and unwinding. They listen to radio more than average, and virtually all agree that they "pay a lot of attention to it."

P1’s of every format are represented among the “Radio Junkies,” as in most of the groups. But the “Junkies” include a higher-than-average percentage of CHR and Urban P1’s.

These findings are based on a "deeper dive" into data from 1,000+ online surveys of 18-64 year-olds conducted early this year.

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