Public radio listeners turn on the radio first and foremost to stay informed about the news, finds Jacobs Media in a study of more than 30,000 public radio listeners from 49 public stations, released in July. 63.3% of respondents said that a main reason for listening to AM/FM radio is to stay informed about the news. Of note, Americans trust public TV and radio more than any other information channel, per results of an Allstate and National Journal survey from June.
Public radio listeners’ focus on information puts them at odds with commercial radio listeners. Of those, the most common reason for listening to AM/FM radio is to hear their favorite songs (53.3%), per a separate Jacobs Media survey released in April. For public radio listeners, though, the station that sent them the survey counts as a frequent news source for the largest proportion of respondents. 70.5% said they use the station a lot for news and current events, while 68.5% use NPR news reports a lot and 67.6% use news programs a lot for this purpose. Daily local (44.1%) and national (30.8%) figure less prominently as frequent news sources for this group. Read the rest at MarketingCharts.