Despite reports that young consumers are spending more time with streaming platforms, social media and YouTube, Nielsen says 91% of teens (12-17) in small and medium markets are tuning into radio on a monthly basis.
Nielsen is out with its latest quarterly report focusing on small and medium markets.
The new report also says that 94% of 18-34 year old small and medium market population are tuning into radio monthly and 99% of that population between the ages of 25 and 54 tune into radio on a monthly basis.
Throwing out the net over the 18+ demo, Nielsen says 98% of the small and medium market population is tuning to radio every month.
In the Hispanic 12+ population, 99% tune to radio every month, and in the African-American 12+ demo 98% tune in monthly.