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Poll: Radio Listening Is Staying Stable
CHARLESTON, S.C. -- September 20, 2007: Sixty-three percent of American adults listen to the radio every day, says a new survey from American Media Services. And the number among 25-34 adults is even stronger: 79 percent tune in to radio at least once a day.
Seventy-two percent of Americans say they're listening to the radio as much or more now than they did five years ago, and they're still tuning in in the car: 74 percent of Americans turn on the radio when they get in the car, including 72 percent of 18-24 adults and 80 percent of 25-34s.
The phone survey of 1,017 adults, conducted earlier this month, found satellite radio subscriptions steady at about 11 percent -- but 89 percent of respondents said they are unlikely to subscribe to satellite radio in the next 12 months.
"Many analysts seem to be enthralled with the technology of satellite radio, but the buying public isn't," said AMS President/CEO Edward F. Seeger. "Satellite radio continues to fill only a small niche in the marketplace."
AMS also asked what would prompt respondents to listen to radio more. The top answer: More music and fewer commercials.
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