12.11.2011 Media market

Radio Fanatics. Who Listens for One-Third of the Day?

Bartłomiej Dwornik

One in five listeners now spends over 8 hours daily listening to the radio, according to data from the Radio Track study. Since the beginning of the year, the number of these avid listeners has grown by 300,000.

On average, radio reaches 79.7% of Poles aged 15-75 each day, according to the September wave of the Radio Track survey. The study’s authors highlight that since the beginning of the year, there has been a noticeable increase in people who listen to the radio for more than 8 hours a day. This group now makes up nearly one-fifth of all listeners - from May to July, it was 19.1%. In comparison, at the beginning of the year, this figure was only 17.6%. Meanwhile, the number of people who listen briefly (up to an hour or between 1-2 hours) has decreased.


More than half of these listeners, whom Radio Track calls heavy users, have a secondary education, more than double the next group of listeners with higher education.

Breakdown of Radio "Heavy Users" by Education Level

• Secondary - 51.2%
• Higher - 23.3%
• Vocational - 17.8%
• Primary - 7.6%

According to Radio Track, among those spending more than 6 hours with the radio, there is a higher proportion of white-collar workers than in the general population - they make up 22.1% of these listeners. There are also more business owners (10.9%), directors and professionals (14.8%), and skilled laborers (22.4%).

These data are significant due to the advertising potential. It’s no surprise they’re often highlighted, as in a recent release by the Radio Research Committee, which emphasized that company heads listen to their favorite stations more than average.

The listeners who spend the most time with the radio are primarily adults: people aged 25-39 make up 37.8% (significantly more than 29.3% of all respondents), and those aged 40-59 account for 39.3% (compared to 35.7% of all respondents).

It’s worth noting that the increase in people who keep their radios on for long periods may be influenced by the summer season, when Poles traditionally listen to the radio longer and more often. Additionally, programming and music changes are increasingly tailored to meet audience expectations and needs.

Share the article:

New articles in section Media market

Radio in Europe. How Are Listener Habits Changing?

KFi
Radio remains one of the most popular media in Europe, but data from the European Broadcasting Union's report "Audience Trends: Radio 2024" shows clear changes in listener habits. The average European spent 2 hours and 13 minutes per day listening to the radio in 2023. This is 18 minutes less than five years ago but only one minute less than the previous year.

Influencers 2024. Data, Facts, and Stories from the UNESCO Report

Krzysztof Fiedorek
As many as 68% of digital creators are nano-influencers. One in three has experienced hate speech, and over 60% do not thoroughly verify information before publishing. Moreover, only half disclose their content sponsors. The findings from the "Behind The Screens" report are both inspiring and alarming.

Repression Against Media: Committee to Protect Journalists Report for 2024

Krzysztof Fiedorek
In 2024, at least 361 journalists worldwide were imprisoned, often for exposing the truth. In China, reporters are tracked using advanced facial recognition systems, in Israel, Palestinian journalists are jailed without trial, and in Myanmar, journalist Shin Daewe received a life sentence for... a drone.

See articles on a similar topic:

Digital Press Reading Habits

Bartłomiej Dwornik
What time of day do we most often reach for e-newspapers and e-books? According to a study by Legimi, peak times are between 6 p.m. and 11 p.m. It’s time to dismiss the notion that weekends are our favorite reading days.

Trust in Public Media in Europe. Report by European Broadcasting Union

Krzysztof Fiedorek
Public media in Europe play a significant role in fostering trust and supporting democracy. The EBU 2024 report examines leaders, major challenges, and the impact of media on society. Polish, Hungarian, and Greek media, with results far below the average, face a crucial question: can trust be rebuilt?

Media Subscriptions to Replace Advertising. TMT Predictions 2018

BARD
Some publishers already consider attempts to generate revenue from online advertising a waste of time. According to the "TMT Predictions 2018" report by Deloitte, by the end of 2018, half of all adults in developed countries will have at least two online media subscriptions.

Fake News and Disinformation in Poland. Scale, Impact and Future

Bartłomiej Dwornik
Where do the sources of disinformation lie, and how large is the scale of this wave? Why are we so susceptible to false information, and what role do traditional media play in this puzzle? Let’s shed some light on these issues and face the question: can the battle against the flood of disinformation still be won?

More in the section: Media market