The latest British study published by RAJAR in addition to the quarterly radio figures, is the Junior Audio Measurement Joint Audience Research(JAMJAR). 74% of British kids 9-14 yrs listen to radio every week. But 60% listen to the “radio through radio” (AM and FM), as the research quaintly puts it, for a average of 10.7 hours a week.
20% listen to radio on their laptop or PC; and about 25% listen to radio through the TV. Those that use these platforms listen for the same amount of time as the radio - just over ten hours a week. Near 30% listen to radio through their smartphone or tablet: and those that do are listening longer, almost 13 hours a week.
Tomorrow’s adult listeners still tuning in to radio, but into radio on more platforms than anyone else.
Read more in Radio Today
