How many radio stations do we listen to?
How many different radio stations do we listen to - on our radio sets or in our life?
86% of radio sets in the kitchen are always stuck on the same station. In the front room, the number's 74%; the bedroom's 79% and the car is 70%.
These figures also highlight another part of radio's attractiveness: that you can listen while doing something else. The hustle and bustle of the kitchen, whether it's cooking or eating, means that radio is less the centre-of-attention than it is in the car, for example. This research appears to suggest that if 14% of people regularly switch stations in the kitchen, that number doubles in the car: as you'd expect; we're more likely to be listening intently, and have presets that do the job well.
Radio station loyalty in each individual location appears to be pretty strong: but how many of us tune around the dial at all?
Earshot Creative took apart radio's RAJAR figures and discovered that it differs depending on what platform we're listening on.
A typical listener with AM/FM listens to an average of 2.9 stations per week; a listener with the additional choice of DAB uses 3.5 stations a week. And listeners using the internet are consuming around 3.8 stations a week.
As Mark Friend, Controller of BBC Audio & Music Interactive, has said, television and radio are different. On radio, people have relationships with brands ("Radio 2"), not programmes ("Top Gear").
The loyalty listeners show to their favourite radio stations is testament to this fact.
James Cridland is the Managing Director of Media UK, and a radio futurologist: a consultant, writer and public speaker who concentrates on the effect that new platforms and technology are having on the radio business.
E-mail James Cridland | Visit James Cridland's website