Radio Heard Here survey reveals consumer perception about radio

According to a survey commissioned by the radio industry to measure perceptions about radio, a whopping 76% of respondents say they enjoy discovering new songs on radio and 74% say they enjoy discovering new artists that way – even in this era of iPods, Mp3 players, and internet services.  98% say they like the fact that they can hear radio wherever they go, and 94% say they find interesting news, traffic, weather and other info on the radio.  86% say that radio is doing a good job embracing technology, and as many as 97% say they are glad to have radio as an option for their entertainment, news, weather, traffic and information needs.

Radio Heard Here, an industry initiative intended to reignite America’s passion for radio, commissioned Rasmussen Pulse, a leader in consumer polling, to conduct the random nationwide survey of 5,000.

Further, those respondents who heard the 30-second public service spots created by Radio Heard Here, written in an upbeat, story-telling style designed to air across all radio station formats and underscore radio’s ubiquitous role in our everyday lives, were markedly more positive about radio than those who did not.  Of those who heard the spots, 12% more felt that radio is doing a good job embracing technology than those who did not hear the spots; 15% more said they heard unique local personalities on the radio than those who did not; and 16% more said they enjoyed discovering new songs on the radio than those who did not.   Almost 17% more said they enjoy discovering new artists on the radio than those who had not heard the spots.

Additional survey highlights:
• 97% like the fact that radio is free.
• 98% like the fact that they can hear radio wherever they go.
• 76% say they enjoy discovering new songs on radio.
• 74% say they enjoy discovering new artists on radio.
• 94% say they find interesting news, traffic, weather and other information on radio.
• 84% say they hear unique local personalities on the radio.
• 83% say that they hear things on radio that surprise them.
• 92% say that sometimes what they hear on the radio makes them laugh.
• 90% say radio makes the time pass when they're performing routine tasks
• 88% are aware that radio is available on new technology devices such as iPods, iPhones, mobile phones, computers and MP3 players.
• 86% say that radio is doing a good job embracing technology.
• 97% say they are glad to have radio as an option for their entertainment, news, weather, traffic and information needs.

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