Report: Listening to radio makes people feel happier
Listeners tune in to radio over other media because it makes them happier, reveals GfK’s latest Radio Insights report.
Radio also makes people feel more informed, with news, traffic updates, radio personalities and the live feel all being key reasons for choosing radio.
A survey of 1,200 Australian radio listeners was conducted, with 85% of respondents agreeing they tune in because radio entertains them, while 78% listen to stay up to date.
When it came to the key reasons for tuning in, it was found that listeners were after more than just music. 56% tuned in for news, local events and traffic, while 47% said the main reason they listen is for specific presenters or talent.
“The research found that people receive positive emotional benefits from listening to radio, including feeling happier, more inspired and motivated,” said Commercial Radio Australia CEO Joan Warner.
“The positive social effects extend to younger listeners, with 57% of those aged 10 to 17 saying they find radio motivational and one in two saying radio presenters help them have more confidence in their point of view.”
The report also found that 10-24 year olds are the most likely to engage with multiple different radio platforms(AM/FM, DAB+, Websites & Apps) in a typical week.
“Radio offers something unique that keeps audiences tuning in and that sense of connection to real, live human beings will be even more valued as the use of artificial intelligence becomes more common place,” Warner said.