TechSurvey: Radio is Easiest to Listen to In The Car

RADIO ONLINE | Monday, April 29, 2024

Jacobs Media

According to Jacobs Media's TechSurvey 2024, broadcast radio has its challenges, including an aging audience, more choices (especially in the car) and too many workers not going into the office. Still, the medium is showing stability and resilience. 67% of those surveyed say that radio is easiest to listen to in the car, while 66% said it's free. 61% listen for the shows and air personalities, while 57% say its to hear favorite songs & artists.

The survey found that key reasons for radio listening erosion continues to be less time in cars & lifestyle changes, but other audio options remain as the primary obstacle. Broadcast radio's "connectivity" and "local-ness" set it apart from podcasts, DSPs and personal music collections. And both rose in importance again this year.

For six years, personalities have continued to outrank music for station preference, and a new question series revealed a majority of listeners desire a deeper connection with station hosts. Even radio fans grossly underestimate the percentage of American that listen to AM/FM stations weekly, as even most radio listening among Millennials and Gen Zs takes place in cars.

Similar to the results in Techsurveys for public and Christian music radio, core radio listeners are both highly skeptical and fearful of AI. They are especially against the idea of bots replacing human hosts. While digital listening to broadcast radio station is flatlining, it continues to be a significant way many listen.

"Regular radios" continue to disappear in homes, but thankfully, P1 station mobile apps and smart speaker ownership are becoming more prominent. Bluetooth remains the most desirable new car media feature, but both FM and AM have ticked upward in desirability. Radio mobile apps are becoming more ubiquitous and earn stellar ratings from those who use them.

Subscription fee concerns continue to rise, but the survey fould that so does the appreciation that AM/FM radio is free.