NEW GENERATIONAL FINDINGS FROM JACOBS MEDIA TECHSURVEY 2023
Jacobs Media's recent Techsurvey 2023 reveals new insights into radio fans' perceptions about the medium in the "Post-Pandemic Era." As their media consumption behaviors evolved through the pandemic and beyond, one sentiment remains strong with radio fans across generations: their value of radio's local and personal consumer connections. Advertisers on radio can tap into these connections as they strive for meaningful engagement with consumers in today's media landscape.
RADIO DELIVERS CONNECTION ACROSS GENERATIONS
Half of radio listeners say a main reason they tune in to radio is their feeling of connection with it (52%). When asked about their favorite station in particular, three in four listeners report really feeling connected to it. And among those listeners, more than half (42% out of 77%) "strongly agree" with the statement, truly embracing that connection. The number of fans who feel strong connections to their favorite station jumped +14% during the past year alone, bringing it up +35% over the past 5 years. This heightened connection is felt across generations, from Gen Z to Boomers, but is especially noted among the younger listeners.
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LISTENERS OF ALL AGES ARE CONNECTING WITH ON-AIR PERSONALITIES
A major driver of this listener connection is radio's on-air talent. This year, 60% of radio listeners say they tune in to radio for the DJs, hosts, and shows, +3 points above hearing their favorite music and artists. Listeners of all ages appreciate this personal connection, with highest levels seen among Gen Z and Millennials.
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LOCAL TRULY MATTERS
A radio station's purpose is to connect with consumers locally - in the communities where they live. 89% of listeners believe that this local quality is one of radio's biggest assets, and more than half (57%) strongly believe so. Radio's local edge is felt among all age brackets, and its appreciation is on the rise, up +33% over the past 5 years - and +16% since last year alone.
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Radio's mastery of local consumer connections is one of its unique assets. By partnering with local radio stations and on-air personalities, brands can establish a meaningful presence in communities and authentic connections with consumers, especially younger listeners.