Study: 89% of Gen Z Listens to Radio Because its Free

RADIO ONLINE | Wednesday, April 26, 2023

Edison Research

According to a new online survey from Edison Research of over 1,100 Americans ages 13+ in the U.S., when asked about reasons they listen to AM/FM radio in-car, 85% of Gen Z radio listeners said they listen because it is free (85%). 69% said because it's easier to listen to in the car than other types of audio and 68% said because it's part of their daily routine. Around half said it was because they wanted to hear specific programs and personalities, and local news and information.

Gen Z listeners are no strangers to audio on their mobile phones, but when they are in a car, they are taking advantage of the 'free' radio programming, and the ease of using an in-car radio. Interestingly, the daily routine of listening to the car radio is a behavior that is sticking with Gen Z listeners.

Among the Gen Z respondents who listen to both radio and streaming audio in the car, Gen Z listeners were more likely to say AM/FM radio was "quicker to turn on and off in the car," "easier to use in the car," and "more convenient to use the car" than streaming audio.

Gen Z listeners think that for now, over-the-air radio is quicker, easier, and more convenient to use in car. For now, broadcasters have the attention of Gen Z when they are listening in the car. That advantage could erode as listening to digital sources in cars becomes more user-friendly.

Edison Research noted that much of the talk about in-car radio at the NAB Show had to do with radio interfaces and how users access audio options in-car. For radio listeners of all ages, the best thing for radio is an in-car interface that makes both broadcast and digital audio easily accessible.