HBG Media Minute: Shifting Trends in Car Radio Usage
Prefer to watch this article instead of reading? Watch on YouTube.
In March 2023, Harker Bos Group conducted a comprehensive survey of over 800 radio listeners as part of our Media Minute series. We spoke with radio listeners to better understand their preferences when it comes to listening to the radio in their cars. The results showed the changing landscape in car radio usage and significant implications for radio stations.
According to our study, a staggering 98% of respondents indicated that they do listen to the radio in their cars. This highlights the continued popularity of radio as a form of entertainment and information for people on the move. However, what’s interesting is how these listeners are tuning in to their favorite radio stations.
Graph (below): Do you listen to the radio in the car?
When asked about the medium they use to listen to the radio in their cars, 32% of respondents stated that they listen only or mostly via traditional, over-the-air radio. This indicates that traditional Over-The-Air radio broadcasting is still a preferred choice for a significant portion of car radio listeners.
However, the survey also revealed that there has been a significant shift towards streaming radio through phones. 52% of respondents stated that they listen equally between over-the-air radio and streaming radio through their phones, while 16% of respondents stated that they listen only or mostly via streaming radio through their phones. This shows that streaming radio is gaining traction among car radio listeners and becoming a preferred choice for a substantial portion of the audience.
Graph (below): When you listen to the radio in your car, are you listening on the traditional over-the-air radio or streaming radio through your phone?
To break that down into even simpler numbers: 92% of radio listeners still listen via traditional OTA radio and 74% of radio listeners stream radio through their phone, at least sometimes. (Sidenote: this is within 3% of our study from December 2022 when we found that 77% of radio listeners who have ever streamed a radio station on their smartphone!)
These findings have significant implications for radio stations. With the increasing popularity of streaming radio through phones, radio stations need to adapt to the changing landscape of car radio listening. Here are some key implications:
- Diversify Broadcasting Platforms: Radio stations should consider diversifying their broadcasting platforms to include streaming radio options through mobile apps or online platforms. This can help them reach a wider audience and cater to the growing demand for streaming radio in cars.
- Enhance Digital Presence: Radio stations need to strengthen their digital presence, including developing user-friendly apps, websites, and social media platforms to engage with listeners and provide a seamless streaming experience.
- Embrace Hybrid Model: With a significant portion of car radio listeners opting for both traditional over-the-air radio and streaming radio through phones, radio stations should embrace a hybrid model. This can involve creating unique content for both mediums, such as exclusive shows or promotions, to cater to different listening preferences and keep the audience engaged.
- Audience/Market Reach Implications: Your market reach may be wider than you ever realized. Signal issues in surrounding areas can be solved through encouraging streaming listenership, especially in targeted areas where signal issues are known. You should also be sure you are capturing this significant audience in your ratings.
- Audience Research and Insights: Radio stations should conduct regular audience research and collect insights on listening habits, preferences, and trends to inform their programming and marketing strategies. This can help them stay ahead of the curve and tailor their content to meet the changing needs of their audience.
Want to know how your specific audience listens to your station? Please contact us to learn more about our Audience/Market Reach Studies and Strategic Studies which can help nail down your audience numbers and their listening habits.
Key Takeaways:
- There is shifting trend in car radio listening, with a growing preference for streaming radio through phones.
- 32% of car radio listeners listen only or mostly via traditional, over-the-air radio.
- 52% of car radio listeners listen equally between over-the-air radio and streaming radio through their phones.
- 16% of car radio listeners listen only or mostly via streaming radio through their phones.
- Radio stations need to adapt to this changing landscape by diversifying their broadcasting platforms, enhancing their digital presence, embracing a hybrid model, being aware of audience/market reach implications, and conducting regular audience research.
- By doing so, radio stations can continue to thrive in the ever-evolving world of car radio listening and stay connected with their audience.
- Please contact us to learn more about our Audience/Market Reach Studies and Strategic Studies which can help nail down your audience numbers and their listening habits.
Study Profile:
- Study Conducted in March 2023
- 800+ Radio Listeners
- Nationwide Sample
- Male/Female
- All Ethnicities/Races
- Ages 18+
Want to read more about over-the-air radio vs streaming radio? Read December’s Media Minute blog.
