Study: 70% Of Aussies Listen To Radio Because It Makes Them Laugh
Aussies listen to radio because it makes them feel happier and more informed, according to a new study by GfK.
The report, What Drives Listeners to Radio, found that 70 per cent of Aussies listen to radio because it improves their mood and makes them laugh.
Fifty-six per cent of those surveyed nominated news and traffic reports as a main reason for tuning in, while 47 per cent tune in for the presenters, and 30 per cent value the live aspect.
The study also uncovered that 57 per cent of those aged 10 to 17 find radio motivational, and one in two said radio presenters help them have more confidence in their point of view.
Furthermore, 32 per cent of survey respondents listen to radio while relaxing, one in three listens while doing housework, 26 per cent listen while surfing the internet, 18 per cent tune in while eating, and 17 per cent listen while exercising.
People under 25 are the most prolific users of radio across a range of platforms, according to the research, with one in five listening via all platforms (broadcast, website and radio apps) each week.
Commercial Radio Australia CEO Joan Warner said the research provided insights into the reasons audiences are staying loyal to radio despite the increase in new media choices.
“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,” she said.
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