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Audio & Media Published Studies

Live On Air and Everywhere

NPR and Edison Research present findings of their first-ever study of its kind on radio.

live on air and everywhere

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

live on air and everywhere

Read the Press Release, View the Webinar & Download the Report

Read the Press Release >>

Watch the Webinar Recording on YouTube >>

Download the Report >>