As more Americans get out of the home and return to traditional workplaces, in-car radio listening is recovering from earlier phases of the pandemic, new research shows. Among core radio station consumers, more than half (53%) say they are listening “a lot” to a regular radio in the car, up from 47% in May.
An online survey of more than 27,000 listeners in the U.S. and Canada, conducted Sept. 29-Oct. 1 by Jacobs Media for the Radio Advertising Bureau, asked station database members which platforms they were using “a lot” to listen to the station that sent them the survey. While in-car radio was No. 1, with a bullet, a regular radio at home came in second place with 28%, followed by a regular radio while working outside your home (20%).
“There has been a lot of disruption in the last six or seven months with many people working from home or just not in their normal places,” Jacobs Media President Fred Jacobs said during a webinar on Monday. “This underscores the point that in-car listening is beginning to normalize.”
Listening to broadcast radio streams on various devices remained solid, although it softened a bit from earlier in the pandemic. The portion of respondents who said they are listening to streaming on the station’s website “a lot” dipped from 24% in May to 20% in October, while streaming on the station’s own mobile app fell from 21% to 16% over the same period.