Not All Radio Listeners Are Created Equal

Even with a growing variety of media that adults have available to entertain themselves, a large majority still listen to radio on a weekly basis. In fact, a recent report from National Public Media and Edison Research has found that 41% of the time US adults spend listening to audio is done via AM/FM radio.

Here’s what the survey of 1,500 adults (ages 18+) who listened to AM/FM radio in the week prior to the survey revealed about the different segment of listeners.

➤The Radio Heads

While this segment of listeners only make up 9% of total AM/FM radio listeners, they are the most fervent. These listeners spend 29% more time than average listening to AM/FM radio.

Per the report, Radio Heads are more likely to be female, under the age of 54 and feature an over-indexing of Black American listeners. They also have a higher than average income and a higher level of education than the average AM/FM radio listener.

This segment also uses an array of devices to listen. Within the week of the survey, Radio Heads listened to AM/FM radio on their smartphone (43%), Smart Speaker (30%) and computer (29%), as well as tuning in on a radio.

From an advertising perspective, this is the group most likely to be receptive to radio advertisements. Some 72% say they typically listen to sponsorships or advertisements while listening to AM/FM radio. Moreover, Nielsen found that heavy radio listeners are more likely than average to be shoppers.

➤Connection Seekers

Not far behind Radio Heads in terms of being receptive to radio advertising are the Connection Seekers. Some 7 in 10 typically listen to ads while listening to AM/FM radio.

The segment, which makes up 16% of radio listeners, are also heavy listeners, spending 12% more time with AM/FM radio per week than average. They are more likely to be female and over-index with listeners ages 55 and older, as well as with White adults.

➤Infomaniacs

What sets the Infomaniacs apart from the other listener segments is their thirst for news. Making up almost one-fifth (18%) of AM/FM listeners, these individuals are more likely to listen to the radio for news (96%) than for music (78%).

This is the only group that has a higher share of male listeners than female. They are also fairly advertisement friendly. Only about one-third (35%) say they frequently avoid ads.

➤Rhythm Rockers

Rhythm Rockers represent the largest portion of AM/FM radio listeners (27%). Being music-focused, this segment of listeners are more likely than average to listen to streaming audio services such as Spotify, Pandora and YouTube.

Three-quarters of this group is made up of adults ages 18-54. It also over-indexes with Latinx and individuals with lower incomes. Listeners are also more likely to be female (61%) than male (39%). Some 64% say that they typically listen to advertisements while listening to the radio.

➤Laid-Back Listeners

Compared to the previous segment, Laid-back listeners are less receptive to radio ads. Some 6 in 10 (59%) typically listen to ads while listening to AM/FM radio.

What sets this group apart from the others is their preference for listening to the radio in a traditional manner. A full 95% listen via a receiver. They also under-index in weekly time spent listening.

➤Habitualists

Making up 13% of total listeners, Habitualists only listen to AM/FM radio when there is no other option available. Indeed, they tend not to be interested in audio in general. Furthermore, they are the least receptive to radio advertisements — only 58% typically listen to the ads while listening to the radio.

The full report can be found here.