Radio remains the most popular channel for consuming audio content among consumers, according to research by the Radio Advertising Bureau (RAB), although on-demand listening has sent overall listening figures up.
The research found that radio accounts for 70 per cent of listening time for consumers while on-demand content increased the weekly reach of the radio audience from 1,395 million hours in 2012 to 1,472 million hours in 2014.
In addition, the research identified six ‘need states’ which people tailor their radio listening for, such as escapism, lifting a mood, providing ‘social currency’ and broadening horizons. The research found that the varying need Read full story ›
Source: The Drum
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