|NEW YORK, NEW YORK: A recently released study of American consumers shows that AM/FM radio continues to be sampled by more millennials than any other single medium – ahead of even live TV + DVR-TV by a full ten percentage points. The study by GfK Research was conducted on 25,000 respondents in the 18-35 age range.
Results show that 95% of 18-24 year olds and 98% of 25-34 year olds regularly use conventional broadcast media. Cord-based television – the nearest competitor - is now only watched by 85 and 88% of the same demographics, respectively, partly because nearly 33% in those age ranges use exclusively cordless media to watch TV, movies and video.
Affirmed by other recent studies, radio – which is most heavily consumed by motorists - continues to own the in-car media experience, even for young people in the 21st century. Reasons may revolve around its non-distracting nature and because it’s something millennials grew up listening to when in the car.
For Baby Boomers, radio’s dominance is old news, of course.