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Media Use Surprise

You might think of Millennials, adults aged 18 to 34, as permanently attached to their smartphones.

You might also tend to think of radio as a medium used mostly by older people, the ones who can’t quite figure out how to work an iPod.

Both of those stereotypes are dead wrong, along with a lot of other ideas about media usage according to an article published in Media Life Magazine.

The article quotes Nielsen Media*, a global information and measurement company that provides insights & data about what people watch, listen to & buy.

Nielson’s most recent total audience report, shatters a number of misconceptions about new and old media use.

It says “It might surprise you to know that more Millennials listen to traditional AM/FM radio each week than use smartphones.”

Nielsen’s most recent Total Audience Report found that 93 percent of adults 18-34 listen to radio weekly, while just 80 percent report using a smartphone.

In fact, radio is the most frequently used medium among Millennials. It’s well ahead of TV at 76 percent and PCs at 49 percent.

Radio continues to be the strongest traditional media driver of new media use. If you want to improve your return on digital media, let’s talk about how we can help you create the perfect media mix with radio to reach and inspire and internet to inform and close your sales loop.