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Radio Connects with Young Adults!

Radio Connects with Young Adults!

Radio connects with people of all ages, and contrary to popular belief, even to millennials and Generation Z. According to a recent study conducted by Katz Radio Group, the average time an adult 18 years or older has had a favorite radio station is 18 years.

Can you guess what the timeframe is for a very important subset of Generation Z, Adults 18-34?

The Katz study found that 68% of all listeners have a favorite radio station, reflecting a variety of formats. The connection is emotional, as 77% of listeners say their favorite station improves their mood and 60% feel their favorite radio station cares about their local community. These feelings run deep, as 82% would truly miss their station if it were gone.

As you would expect, at the older end of the age spectrum, Adults 55+ have had a favorite radio station an average of 23 years.

But let’s go back to Adults 18-34, the part of the study we are going to highlight. The average time this age range has had a favorite radio station is 12 years. Considering their age, that is a solid number and not far from the average for Adults 18+. Connecting with young adults is great news for radio. And it gets better!

Radio Connects with Adults 18-34!

  • 63% of have a favorite radio station – only slightly lower than 68% for Adults 18+
  • The average time with a favorite radio station is 12 years versus 18 years for all adults
  • 85% would truly miss their station if it were gone – higher than the 82% for all adults
  • 75% are actively engaged, online, offline, or in-person, with their favorite station. And 18-34 is the most engaged age group – compared to 67% for Adults 18+
  • 52% are more likely to purchase brands they hear on their favorite station – more likely than all adults (44%)

Generation Z is actively engaging with their favorite radio stations and would miss the station if it was gone. This age group is also more likely to purchase a product advertised on their favorite station. What more could an advertiser want?

Radio connects with young adults – be proud and spread the word!