Report: Radio remains strong despite increasing saturation of digital media

Assistant Editor

Adults may be spending more time on digital media than watching television, but time spent listening to radio still trumps both.

That’s according to a new report by Marketing Charts indicates that despite the buzz surrounding digital and social media, that radio is the medium with the broadest reach with US adults.

Using the latest consumption estimates from eMarketer, the report found that US adults spend on average 1hr 27 minutes a day listening to radio (excluding digital radio).

Social networks, whether via computer or mobile devices, took up an average of 45 minutes a day.

The report used estimates for time spent with each medium, regardless of multi-tasking.

It also found that adults spent approximately the same amount of time daily reading print as using social networks on mobile devices, around half an hour a day, however Marketing Charts point out this is averaged across the entire population and wouldn’t specifically apply to younger adults.

The full report is available here.

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