CMDC Media Digest, 2015-2016
Radio and Online Audio Listeners by Age Only a quarter of radio listeners are millennials yet they make up two fifths of online audio listeners Radio Online Audio 17 8 22 30 40 28 27 27 100 75 50 25 0 100 90 80 70 2005 2006 2007 2008 2009 2010 0211 2012 2013 2014 Source Numeris Fall Surveys Source Numeris Fall Surveys 65 50 64 35 49 18 34 65 55 64 45 54 35 44 25 34 18 24 Radio Reach by Demo 10 Year Trend Radio still has significant reach but is declining amongst millennials 104 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL AUDIO ADVANTAGES IN THE SHIFT FROM RADIO TO AUDIO Its important to note that the introduction of more and more audio options does not spell the end for traditional radio Far from it In fact there are three huge advantages in this shift from radio to audio 1 ONLINE AUDIO IS CAPTURING AUDIENCES FOR WHICH RADIO IS LOSING GROUND With weekly radio reach generally at 90 it remains a medium that is enjoyed by a huge range of ages However data trends inform us that the demographic with the biggest declines in reach is millennials 18 34 This is exactly the audience for which online audio is most relevant and exciting Forty percent of those listening to online audio are 18 34 whereas only 27 of radio listeners fit in the same age group Together radio and online audio offer efficient opportunities to reach all demographic groups Radio needs to reconnect with or re interest millennials as there is no guarantee that as they age they will discover that radio is relevant to their lifestyle They have grown up controlling their own media choices and what audio they receive
You must have JavaScript enabled to view digital editions.
