Jacobs Media release their findings for Techsurvey 2021

Jacobs Media released their Techsurvey 2021 finding late last week with over 42,000 people responding.
 
While the survey concentrates on radio in the USA, some of the trends and findings are of interest, including the changes in why people listen, and the downward trend of the TSL, even during COVID last year.
 
The annual project surveys engaged radio listeners throughout the USA from over 400 participating stations and, according to respondents, this past COVID year has seen an increase media usage in radio (which includes hybrid and satellite radio), streaming video, streaming music, with an increase usage of Smart Speakers and Smart TV.
 
The number of radio listeners now accessing podcasts is up to 29%.
 

 
 
Perhaps surprisingly, the number of heavy AM/FM listeners continued its downward trend last year. These are those listeners who tune in for over 4 hours per day, with the four-year trend down from 48% in 2018 to 43% last year.

Despite the TSL for heavy listeners being down, up to 22% said they listened to their favourite station more last year, and 76% said that during COVID, they especially felt a connection with their favourite station.


 
When asked why they listen the respondents placed personalities over music, continuing a trend that became noticeable in 2019.


 
The top five reasons for listening are

  1. Easiest to listen to in the car
  2. DJ’s/Hosts/Shows
  3. It’s Free
  4. Habitual
  5. Favourite songs/Artists

 
 

 


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