The radio has been declared dead several times since its invention. When television began its triumphant march, many sceptics saw radio at the end of its life. That popped up again with the establishment of music television. But MTV is turning the music scene into a global entertainment scene where radio continued to find its place. Some critics said that the new era of podcasts should finally mean the demise of radio broadcasts as everyone can now design their own show. But even this prophecy seems to be vanishing into thin air. More and more young listeners are enjoying their radio shows on their smartphones or tablets.
New market research studies in the United States show that online radio is in fashion again. The TechSurvey 2021 conducted by Jacobs Media demonstrated that. They wanted to take a closer look at the online radio and music consumption of young people. Seventy-two per cent of all smartphone and tablet owners download music from the Internet. That showed a clear tendency of online radio popularity. Also, the younger the consumers are, the more likely they are to take advantage of digital offers. Ninety per cent of those surveyed up to the age of 25 use these offers, but only 55% from older age groups.
People Listen The Radio Daily
At the same time, the total number of users of American radio stations continues to rise, around 53% of surveyors listen to the radio. Only then do the most popular platforms such as YouTube, Pandora and Spotify follow. 19% of those surveyed use their favourite station via its smartphone app. That is 3% more than in the previous year. The front runners by audience group are listeners between the ages of 45 and 55, followed by millennials and Generation Z.
60% of mobile device owners know that their favourite radio station has an app and more than a third have downloaded them. These numbers have also increased compared to the previous year. Here the increase is even more remarkable because it stands at a massive 11%. The radio quality rating is excellent too, 58% of those surveyed consider it perfect, and another 32% gave it a good rating.
We know that young users in particular discover and use new technologies first. However, this is different with online radio. Older target groups rated the broadcasters’ radio shows much better than younger target groups. The younger participants were much more critical in the study. The research authors explain this by saying that younger people are more tech-savvy and, therefore, compare the offers of the radio stations in more detail. As a result, it takes longer to convince and impress them. Older listeners would be happy to listen to their favourite station via smartphones or tablets. The numbers prove that the radio is still very much alive today. Only the way of listening to it has changed. So, it turns out that good things don’t come to an end so fast.