Gen Z Radio Usage Increases

A follow up from a 2011 study revealed that Gen Z young adults, now ages 18-24, listen to more radio than they did during ages 12-17. This age group now listens to traditional radio an average of 10 hours and 15 minutes a week, up one hour from when they were six years younger. The Nielsen Company believes this shift comes from Gen Z joining the workforce—spending more time commuting and listening to the radio at work. With so many new media outlets emerging, it’s easy to overlook traditional media channels like radio. But this study’s findings are clear that traditional media is alive and well among the younger generations. (Nielsen, 9.1.17)