Study: Aussies turn to radio to make them feel good

Australians don’t turn the radio on just because they want to hear some music.

GfK’s latest Radio Insights research found that of a whip round of 1,200 Aussies, 70% listen because it improves their mood, makes them feel motivated and gives them the hardy-ha-ha’s.

56% went for news and traffic reports, 47% for the presenters and 30% because it’s live.

The What Drives Listeners to Radio study revealed that listening to radio is usually accompanied by another activity.

32% listen when relaxing, one in three doing household chores, 26% while surfing the internet, 17% while exercising and 18% while eating.

Naturally the 10-17 age demographic is best at multi-skilling.

Neatly a quarter of this group is using their mobiles while listening, 30% while on the net, 22% while studying and 11% even when watching TV.

57% find radio motivational and one in two say radio presenters help them have more confidence in their point of view.

People under 25 are the most prolific users of radio across a range of platforms, with one in five listening via all platforms each week (broadcast, website and radio apps).

It leads Commercial Radio Australia CEO Joan Warner to note that audiences are staying loyal to radio despite the increase in new media choices.

“Radio offers something unique that keeps audiences tuning in and that sense of connection to real, live human beings will be even more valued as the use of artificial intelligence becomes more common place,” Warner opines.