A recent study by Toluna India has revealed emerging trends for the radio medium in Tier II and III markets. The study surveyed over 1200 FM radio listeners aged 18-50 from different socioeconomic backgrounds and employment status, across 30 Tier II and III markets in the North and West regions of India, including Ahmedabad, Jaipur, Indore, Chandigarh, Nagpur, Bhopal, Surat, Ludhiana, Udaipur, and Aurangabad, among others. The data collection for the study was conducted between December 19, 2022 and January 2, 2023.
The study highlights that FM listenership is quite high in these markets, as 80pc of the respondents claim they listen to Radio. The listenership is higher amongst working professionals, where 9 out of 10 consume it. Amongst students, a lesser number (66pc) tune to the radio as compared to housewives and working professionals. Another big revelation from the study is 33pc of radio listeners ranked FM Radio as the preferred medium for daily entertainment, followed by video/music streaming apps.
The study also found that 74pc of radio listeners tune in for more than three days a week. Additionally, one in four decision-makers listen to the radio as part of their daily routine. The survey also revealed that 70pc of radio listeners tune in for between 30 minutes to 2 hours every day, with 60pc listening at home. Listenership peaks during morning and evening hours, with morning listening being a universal trend and evening listening being driven primarily by salaried individuals. Lastly, the survey found that mobile phones and car music systems are the most commonly used devices for listening to the radio.
Adding to the insights, Dixit Chanana, Country Director, Toluna India, says, “Our study on radio listenership in tier II and III shows some interesting data points. 33pc of radio listeners ranked FM Radio as the most preferred medium of daily entertainment. This is consistent with the study that we did in 2020. Apart from consumption on the go, more than 60pc consume radio at home. The way people consume Radio in these markets is amazing, and I am sure the Radio fraternity will be very happy to see such kind of findings.”