Share of Ear · July 30, 2020

Radio’s Roadmap To Gen Z Listenership

By edison

Gen Z Listeners in the U.S. are Heavy Users of Streaming, but 55% listen to AM/FM Radio Every Day

 Audio consumers in “Gen Z — those between the ages of 13 and 24 —  prefer listening  on their smartphones, which should be no surprise because they have grown up with the devices, but AM/FM radio’s reach among Gen Z is high (55%)according to Share of Ear® information from Edison Research. 

Megan Vartan, Director of Research at Edison Research and Jayne Charneski, founder of Front Row Insights & Strategy, presented the Radio’s Roadmap to Gen Z Listenership webinar today — a version of this study was presented at the NAB Show Express earlier this year.  

Who are those in Generation Z? Gen Z is the most racially diverse generation in the U.S. to date, with 48% identifying as a racial or ethnic minority. They are the first generation of true digital natives; they are increasingly being referred to as “Zoomers,” a nod to the pace at which technology and culture have changed in their lifetimes, and now to the presence of Zoom in their lives. Having grown up in the age of the 24-hour-news cycle and endless information on the internet, they regularly consume news and information.  

Share of Ear® measures audio consumption of those aged 13+ in the U.S., so those aged 13-24 were used to represent Gen Z in this study. 

Over half (55%) of 13-24 year-olds in the U.S. are reached by AM/FM radio dailyjust surpassing the reach of streaming (53%). 

“Perhaps fact that Gen Z listens to any  AM/FM radio surprises you,” said VartanMany people believe that no young people ever listen to the radio any more. This is simply not true.  Especially when they are in their cars, but even in other places – young people do listen to the radio. 

Gen Z listeners spend 50% less of their total share of time listening to AM/FM radio than the average 13+ population, so even though 55% of Gen Zers are reached by radio daily, they spend less time with radio when they tune in. 

Gen Z listens to AM/FM Radio most when they are in the car. Almost 50% of the time spent listening to audio in the car among13-24 year-olds is to AM/FM radio, surpassing streaming audio, YouTube, and others.

Gen Z listeners are much more likely to listen to audio on a smartphone than a traditional device. Gen Z uses a radio receiver 50% less than the average 13+ population, and they use their phones for listening 75% more than the average 13+ population.

Gen Z listeners spend 58% more of their total share of time listening to streaming audio than the average 13+ population. Their share of YouTube listeningwhich is surveyed only for music and music videos, is 98% higher than the average 13+ population.

Despite Gen Z’s love for streaming and for their smartphones, 89% of their listening to AM/FM radio is done through a traditional radio receiver. Eleven percent of Gen Z’s AM/FM radio listening is going to the streams.  Even among this young, digital-first demographic, they are simply not listening in big numbers to radio streams.

“Stations need to remind these digital natives that FM radio is available digitally” said Charneski.  “This is the generation that was swiping before they were wiping…and yet, somehow they’re not thinking of FM radio as that’s available on their phones and mobile devices.”

Qualitative interviews with Gen Z radio listeners found some of the reasons they enjoy radio:
 radio provides a human connection, particularly during quarantine
radio offers the surprise of songs that have not been curated in streaming playlists
radio is a source for additional information about music and artists
–radio is a source for news and information
–radio is associated with nostalgia and good memories

How the study was conducted: Share of Ear is based on a national sample of 4,000 individuals in the U.S. age 13+, updated Q1 2020. This study does not include Share of Ear data collected during COVID-19 restrictions. The survey was offered offline and online, and offered in English and Spanish. Qualitative interviews were conducted by Front Row Insights & Strategy.

About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, The Gates Foundation, and Univision. Edison is the leading podcast research company in the world and has conducted research on the medium for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the space.  Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, conducting exit polls and collecting precinct vote returns to project and analyze results for every major presidential primary and general election.

About Front Row Insights & Strategy
Front Row translates consumer attitudes and behaviors into winning insights and strategies for brands and marketers.   Front Row uses qualitative and quantitative research methodologies, generational filters, and cultural trends to discover opportunities for brands and conducts research projects for wide range clients in entertainment and media, including Universal Music Group, Viacom, CAA, Focus Features, HarperCollins, MasterClass, and Spectrum.  Front Row was founded by Jayne Charneski, a leading consumer and audience insight expert and speaker on Gen Zs and generational traits

Get our latest insights delivered to your inbox.