Radio’s Popularity Declining Unevenly
Over the last 10 years, the average share of Americans listening to radio at any given time has shrunk about 14 percent, or 2.3 percentage points. Teenagers account for a well-recognized chunk of that decline. But Larry Rosin, a radio consultant with Edison Media Research in Somerville, N.J., points out that college graduates are also far less likely to listen to radio than nongraduates, a gap that has widened with time.
Over the last decade, college graduates ages 25-54, who make up an increasingly large portion of the population, have abandoned radio eight times faster than nongraduates. Today, they listen to 15 hours and 45 minutes of radio a week, while their peers without degrees listen to 21 hours and 15 minutes weekly.
“In part, it’s the nature of the work that people do,” Mr. Rosin said. “Nongraduates are more likely to have jobs that allow them to listen to the radio. If you think of teachers, for example, that’s a huge category of college-educated people in an environment where it’s entirely impossible to listen to the radio.” ALEX MINDLIN
No comments:
Post a Comment