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Understanding Radio Listening Habits Among 15-55 Year Olds: Insights from IBI Radio Research

IBI Radio Research reveals intriguing insights into radio listening habits among 15-55 year olds. An astounding 95% of respondents listen every day, averaging 2-3 hours. Radio serves as a stress-reliever, with 81% finding it helps reduce stress, especially while traveling. Listeners show strong loyalty, with 38% preferring just one station. News, music, and companionship are key motivations for listening. The study also highlights the integration of social media, with 64% using Facebook during radio time. With 90% viewing radio as trustworthy, the potential for smart apps remains significant.

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Understanding Radio Listening Habits Among 15-55 Year Olds: Insights from IBI Radio Research

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Presentation Transcript

  1. IBI Radio Research • 15-55 year olds • 95% of respondents listen every day

  2. IBI Radio Research • An average of 2-3 hours per day • 28% of respondents listen at work

  3. IBI Radio Research • Radio relieves Stress when travelling • 81% say that Radio alleviates some or all stress • Radio is a Stress-Buster!

  4. IBI Radio Research Why do people listen to the radio? • #1 News - 76% • #2 Music - 73% • #3 Information - 56% • #4 Companionship - 36%

  5. IBI Radio Research • Radio listeners are loyal • 38% listen to only ONE Station • 24% flick between stations

  6. IBI Radio Research • Loyalty at Home • 47% listen to just one radio station • 16% flick between stations

  7. IBI Radio Research • Radio and New Media • 64% of Listeners use Facebook while listening • 19% of Listeners use Twitter while listening • Radio complements New Media usage

  8. Different Platforms to listen and consume Radio

  9. IBI Radio Research • What kind of Radios? • 68% on Fixed Radios • 38% on Portable Radios • 30% on Computer - Internet

  10. IBI Radio Research • Why do people flick between stations? • 64% don’t like the music or the topic • 56% depending on my mood • 39% dislike the presenter

  11. IBI Radio Research • Do people trust radio? • 90% think radio is a trustworthy medium

  12. IBI Radio Research • Listeners interact with radio stations • 66% visited station website • 60% sent a text to a station • 40% telephoned a station • 37% entered a station competition • 32% viewed station Facebook page

  13. IBI Radio Research • How important are Smart Phone Apps? • 27% have a radio app • 73% do not Huge potential for growth

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