We can throw the 93% number around all we like, but the bottom line is that radio listening levels vary depending on the group you’re looking at.
In a recent series of posts, we’ve talked about the concerning radio problem centering on lost youth – specifically, the notion that the medium has lost a generation of listeners over the past decade or so.
Some might argue that we’re actually talking about two generations that are simply not as engaged with radio as their parents. Gen Y – or Millennials – is a case in point. Here’s their Media Usage Pyramid from Techsurvey9. A look at the black bar below indicates that 86% of these twenty and thirtysomethings listen to radio an hour a day or more. That’s below the study average of 89%.
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