Gen Z and Radio: They’re Listening
Posted on: May 19, 2020
If you had to guess how the 65 million Americans in Gen Z (those born between 1996-2012) spend their time, listening to the radio might not top your list. But a recent study by Edison Research shows that AM/FM radio reaches 55% of Gen Z’s aged 13+ daily, and streaming audio reaches 53% of 13- to 24-year-olds daily.
“In an environment where radio people are constantly hearing that no young people listen to the radio anymore, this is powerful proof that this is just not the case,” said Megan Vartan, Manager of Research at Edison, who presented the findings during a virtual event titled “Radio’s Roadmap to Gen Z Listenership.”
One notable difference between the audio consumption of 13- to 24-year-olds and that of the 25+ population can be found in the device each group uses to listen.
“Half of all listening among Gen Z’s is on their mobile devices, essentially their phones,” said Vartan. Mobile device listening was followed by listening on an AM/FM receiver, which accounted for 20% of their audio consumption. Computers made up 12% of Gen Z’s audio consumption, smart speakers 4%, internet-connected TV 4%, and other 9%. “They do listen to the radio, perhaps more than you would expect,” Vartan said.
For listeners 25+, however, most audio listening (44%) occurs on an AM/FM receiver, followed by mobile devices at 24%.
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