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Friday, May 7, 2021

Jacobs Media Strategies Dives Deep Into Radio, Media Usage


During a webinar Thursday, Jacobs Media Strategies revealed the results of Techsurvey 2021.  The annual survey results were compiled from 42,000 respondents.  They represent mostly P1 listeners to over 400 participating radio stations.

The presentation led with the well-known Techsurvey media usage pyramid:   


The pyramid shows that 29%, nearly a third of radio fans also listen to podcasting as part of their media diet, and a bit of growth from the 2020 report.

Other key takeaways: the Covid-19 era has resulted in an increase of media usage among the survey respondents:


However, heavy AM/FM listening is trending downward bit by bit over four years (2018 – 2021), from 48% to 43%:


As for why they are listening less.  The 2021 results point to "lifestyle changes":


As to why respondents listen to radio:  Radio is seen as a friendly and free music habit with easy access:


Respondents also value radio's "local" appeal:


Jacobs Media also found that radio fans find 'personality' more of a draw than the music itself:


The survey also found that listeners CHR and HotAC format valued personalities the most:

➤For more results, click here for Jacobs Media's Techsurvey 2021.

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