A new post from Nielsen looks at teen engagement with radio as they grow older. The company notes that Teens who were 12 years old in 2011 spent 9 hours and 15 minutes listening to AM/FM radio. Fast forward to six years later and these same consumers (now 18-to-24-year olds) spend an average of 10 hours and 15 minutes with radio each week. In other words, when teens grow up, they spend more time listening to the radio.
The company notes that employment is a major factor to consider among these age groups as a large amount of total radio listening comes from employed Americans who tune in when they’re away from home. Comparing the data from 2011, where only 5 percent of radio listeners aged 12-17 were employed full or part-time), it becomes clearer why radio usage increases as they’ve aged. Now 64 percent of these 18-to-24 year-old listeners are employed. Whether they’re in their cars more commuting or using radio as a companion throughout the workday, employed people have a greater opportunity to spend time with their favorite radio station.
And according to Nielsen’s first-quarter 2017 Total Audience Report, radio reaches 88 percent of Generation Z and 93 percent of Millennials each week. What’s more, the amount of time spent listening to radio each day increases as you compare generations from younger to older. Millennials spend about 30 more minutes each day listening to radio than Generation Z.