Radio plays an influential role in our daily lives. NPR and Edison Research present findings of their first-ever study of its kind on radio — which identifies six unique segments of radio listeners, their listening behaviors and their attitudes towards advertising.
Approximately 156 million people age 18+ – 63% of U.S. adults – listen to AM/FM radio daily, and listeners are driven to the medium for myriad reasons
Learn about the six radio listener segments identified in the study: Radio Heads (9% of radio listeners) Listen for all audio needs; listen to the most radio
Connection Seekers (16% of radio listeners) Listen for company and connection
Infomaniacs (18% of radio listeners) Listen for their need to consume news and information
Rhythm Rockers (27% of radio listeners) Listen for their need to consume music
Laidback Listeners (17% of radio listeners) Listen to radio only in the background
Habitualists (13% of radio listeners) Listen to radio when it is the only option available
