'Our Listeners Don't Use Facebook Anymore.' Don't Believe It.
May 10, 2016
From time to time, I will hear somebody espouse the belief that their radio station's listeners don't use Facebook anymore. "They're on Snapchat now," they'll say. "Facebook isn't cool to our listeners anymore -- my daughter says so."
Don't believe the hype.
Every year, Jacobs Media conducts the Techsurvey. It's the radio broadcasting industry's largest survey, and it measures how people use technology to consume media. And every year, it shows that Facebook is a behemoth.
In 2016, 73% of respondents reported using Facebook at least once a week. This was second only to radio listening itself (91%), and well above the third choice, YouTube (50%)
While there is some variation among generations -- 84% of Generation Y uses Facebook weekly, while only 69% of Baby Boomers do -- the ranking is the same. Facebook also holds the #2 slot across all radio station formats.
Facebook's importance becomes more evident when you look at the frequency with which people use the social network. 94% of respondents say they have a Facebook profile; a handful of other social networks, including LinkedIn, Google+, Twitter, and Pinterest lag 30 to 52 percentage points behind.
But when you ask about daily use, Facebook leaves the competition even farther behind in the dust. 74% of respondents report using Facebook on a daily basis. Instagram falls into a distant second place with only 16% reporting daily usage. While there is some variation with different age groups and radio station formats, the overall pattern holds.
In short, when it comes to social media, Facebook should be every radio station's top priority. Don't let anybody tell you otherwise.
NEXT STEP: On Thursday, Fred Jacobs will host a free webinar to share some of the other findings from Techsurvey12. Want to know what how your station's audience is using smartphones, streaming, podcasting, the connected car, and more? Register here.