Half of listeners aged 10 to 24 say they would feel ‘lost’ without radio
Commercial Radio Australia (CRA) has released its Summer Listening study for 2021.
The industry body said the study shows that the medium still appeals to both young and old, with 72% of those aged 55 to 64 agreeing radio is “like an old friend”, and almost half of those aged 10 to 24 saying they would “feel lost” if they could’t listen to radio for a week.
The theme of friendship and companionship continued, with 70% of listeners saying radio is a “great companion”, and 57% agreeing it makes them feel more connected to the local community.
CRA said the study also showed radio made people feel happy when they were off work and enhanced time spent with family and friends.
“Radio serves a critical role during the summer months as a medium that listeners can turn to 24/7 to meet their needs for information, entertainment and companionship,” said Joan Warner, CEO of CRA.
The study also showed 63% of all people aged over 10, and almost three in four radio listeners, said they are more likely to listen to media than watch it over summer. Of those who identified as radio listeners, nine in 10 said they listened to as much or more radio over summer.
In addition, 62% of radio listeners, and 35% of people who don’t usually listen to radio, said they tuned in at their holiday destination.
Warner added: “For advertisers, radio reaches audiences while they are travelling or at their holiday destination, at a time when they have more time to consider purchases.”
The study ran from January 12 to 28 with a nationally representative sample of 1,272 people aged 10+.