Mark Kassof: Millenials Overwhelmingly Positive About FM
November 19, 2013 at 7:42 AM (PT)
New research from MARK KASSOF & CO. reveals that the vast majority of 13-34-year-olds have a positive attitude toward FM radio.
“No doubt, FM has serious challenges," KASSOF stated. "But the perception that Millenials have a negative attitude toward radio is dead wrong!”
On a “love versus hate” scale, 37% say they love FM radio and 45% like it. Only 4% dislike it and a mere 1% hate it. The remaining 13% are neutral or undecided. From a demographic perspective, 13-17-year-olds are least enthusiastic about FM in that nearly one-fourth of them are neutral. But teens are not more negative than older Millennials … only 3% of teens dislike FM, only 1% hate it.
Females are more positive about FM than males -- 45% of them love FM, while 29% of males do.
These findings are based on 303 online interviews with 13-34 radio listeners in the U.S., conducted from NOVEMBER 11th-12th. More details can be found at kassof.com, and additional info will be posted TOMORROW on ALL ACCESS.