23 Jan Radio Still Very Popular Among Indian Listeners
Radio is preferred medium, mostly consumed at home with 7 out of 10 radio Indian listeners tuning to radio for between 30 minutes to 2 hours every day
Getting reliable studies on radio consumption is notoriously difficult, especially in vast markets like India. This is why a small study highlighted in an Indian publication has given a valuable insight, especially in to the behaviour of Indian listeners away from some of the huge markets like Delhi or Mumbai.
A recent study by Toluna (www.toluna.com – a global technology company that delivers real-time insights and surveys) has given an insight into the radio consumption of Indian listeners in places with smaller stations (tiers II & III markets).
The study reported by www.afaqs.com was conducted across 30 Tier II & III Indian markets, with a sample base of over 1200+ respondents (aged 18-50) interviewed in the last month. Some of the markets were in the North and West of India and included Ahmedabad, Jaipur, Indore, Chandigarh, Nagpur, Bhopal, Surat, Ludhiana, Udaipur, and Aurangabad, amongst others.
The study mentions that 80% of respondents claim that they regularly listen to radio. Listenership is higher among professionals as it seems that 9 out of 10 in this category listen to radio. This category is followed by that of the housewives, while students tune to radio less than the above two categories – 66%.
According to the same article quoting Toluna study, 33% of radio listeners ranked FM radio as the preferred medium for daily entertainment, followed by video/music and streaming apps.
According to the online survey by Toluna, some of the highlights are:
- 74% of radio listeners tune in more than three days every week. Radio listening is a part of a daily routine for around 1 out of every 4 in the decision-maker group.
- 7 out of 10 radio listeners tune in to radio for between 30 minutes to 2 hours every day.
- 6 out 10 people consume radio at home