Who listens to AM radio
Radio is used by more young people every day than television. Use also increases with age. Which radio station young people choose depends mainly on the type of music, the news and the local and regional information.
The youth tick differently than the generations before them. A constant in social development that will probably always remain that way. She listens to different music, uses different media and creates her own ideal of life. Especially in times of digitization, this use of media is changing more and more rapidly. The current audio boom is also part of a young generation who use streaming services to compile playlists themselves or to discover new music based on algorithms, or to use radio offers via various reception channels. The media analysis ma 2019 Audio II reflects this trend. According to this, Spotify is the largest streaming provider in this area with 1.70 million listeners a day, but has lost the number of listeners compared to 2018 (2018: 2.09 million). The provider stays for 52 minutes. On the other hand, the online offers of classic radio stations (simulcasts) increase their daily number of listeners to a total of 3.52 million people (2018: 3.19 million) - in addition, these offers are listened to significantly longer than Spotify with an average of 104 minutes a day.
In the case of traditional media, the JIM study from 2018 shows that among 12 to 19-year-olds, radio is 48 percent ahead of television (42 percent) in daily use. Overall, in terms of regular use, i.e. at least several times a week, internet, smartphone and music use are once again in the first place.
Radio usage increases with age
The JIM study 2018 also shows that the age of adolescents, the use of radio increases daily or several times a week. For 12 to 13 year olds, daily use is 67 percent, whereas for 18 to 19 year olds radio consumption has already risen to 75 percent. This can be attributed to a changed life situation and a changed daily routine. This is where the component of leanback behavior comes into play, because with a changed everyday life there is also a lack of time and motivation to constantly put together new music and playlists.
Radio, on the other hand, offers curated content that takes the interests of the listener into account and at the same time offers the possibility of being up to date without constantly searching for and filtering the information yourself. For 14 to 19 year olds, according to the ARD study “Erlebniswelt Radio 2018”, the top 3 reasons why people prefer to listen to a radio station are the type of music, the news and the local and regional information. The moderation is almost on a par with the local / regional information. Identification with the sender for the reasons listed above has another component that is very important for young people - namely proximity. The ARD study also shows that radio is more than “just” listening. The brand is the focus for the young listeners. The radio program forms the basis of the interaction with the transmitter. 41 percent of young radio listeners maintain direct contact with the broadcaster through event visits, studio tours, phone calls or email contact. The radio stations' social media channels are also used very frequently by 39 percent of listeners.
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