Kassof: 35% Of 18-64s Are 'Radio Junkies'
May 20, 2014 at 2:22 PM (PT)
MARK KASSOF & CO. cited new research which found that 35% of 18-64s can be characterized as “Radio Junkies” -- consumers who love radio. These findings are based on a “deeper dive” into data from 1,000+ online surveys of 18-64 year-olds conducted early this year.
"Radio is a very important part of the “Radio Junkies’” lives," KASSOF said. "They’re interested in radio personalities, and the vast majority like personalities “that seem like personal friends.” The vast majority are also interested in radio contests. The “Junkies” score highest on 12 of 16 personal/psychological motivations for listening to radio. Their top motivations are getting in a better mood, getting an energy boost, or relaxing and unwinding. They listen to radio more than average, and virtually all agree that they “pay a lot of attention to it."
Other groups are “Music Enthusiasts,” “Music Onlys,” “Average Joes,” “Info-Maniacs” and “Disconnecteds,” they latter who have minimal interest in any aspect of radio and hardly listen to it. They only represent 4% of 18-64s.
More details on each group can be found at kassof.com.