In-Car Listening: Radio's Most Popular Location

A Look At In-Car Listening

According to new data compiled by EDISON RESEARCH, 84% of AMERICANS age 18 or older who have been a driver or passenger in a car or truck use AM/FM radio while driving, making the automobile far and away the most popular location to use radio. That figure is unchanged from EDISON's last look at in-car audio consumption in 2011.

EDISON will present the full study, titled "Miles Different - In-Car Audio 2018" on THURSDAY, SEPTEMBER 27th at the NAB RADIO SHOW in ORLANDO, FL. "Radio’s in-car reach remains phenomenally high and unchanged since we last updated this study in 2011," said EDISON Pres. LARRY ROSIN. "However, this does not mean that nothing has changed in the in-car environment. We will look at the changes we are seeing in the presentation at the RADIO SHOW in ORLANDO." During the presentation, ROSIN will summarize data from EDISON's Share Of Ear, Infinite Dial, and a tracking study performed with NPR.

EDISON's Share Of Ear study shows 54% of all people who listen to radio on any given day listen in their cars and in no other location. In addition to the above-mentioned overall (18-plus) 84% figure, EDISON says the younger the radio listener, the more likely they are to use broadcast radio exclusively in the car and in no other location. Among 18-34s, the figure is 62%, dipping to 58% with 35-54s, and 46% with persons 55-plus.

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