Study: 82% Tune to Broadcast Radio in the Car
| RADIO ONLINE | Friday, March 9, 2018 | 2:05pm CT |
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82 percent of listeners 12 and over tune to broadcast radio (AM/FM) in the car, according to the 2018 Infinite Dial study by Edison Research and Triton Digital, which is now in its 20th year. Despite the strong competition from other sources, in-car radio continues to engage listeners because it emphasizes local information and is easy to use. Owned digital music was a distant 45%, according to the study, while online listening garners 28%. And get this -- for the first time ever -- podcast listening (23%) has surpassed satellite radio (21%) in the survey.
The Infinite Dial also notes that in 2008, some 96% of Americans 12 and over, had at least one radio in their home. 33 percent had four or more radios. In 2018, only 71% say they have a radio in their home. But with the growth of smart speakers, radio's presence in the home is expanding as availability of smart speaker skills for radio outlets are increasing.
