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Study: One-Third of 18-64's Are ''Radio Junkies''


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. 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."

These findings are based on a "deeper dive" into data from 1,000+ online surveys of 18-64 year-olds conducted early this year. It utilizes a research technique called Cluster Analysis to divide consumers into groups that share similar mindsets with respect to radio. Other groups are "Music Enthusiasts," "Music Onlys," "Average Joes," "Info-Maniacs" and "Disconnecteds."

Only the "Disconnecteds" have minimal interest in any aspect of radio and hardly listen to it. But they represent only 4% of 18-64's. More details on each group can be found at kassof.com.

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