TORONTO – The amount of time that Canadians spend listening to the radio has remained steady over the last four years, according to a study by the Foundation Research Group.
The fifth annual study found that Canadian adults spend 2 hours and 12 minutes with radio daily, which it describes as equivalent to the results from the first Foundation Research Study published in January 2006.
“The versatility of radio is unparalleled in its ability to reach Canadians at home and on the go”, said Chris Bandak, president of the Foundation Research Group, in a press release. “Although the penetration of portable devices is reaching record levels, Canadians are beginning to tune into radio more frequently during the work day. Daytime listening levels are now on par with evening drive time, and listening during the work day has increased 40% compared to previous years.”
Additional highlights from the 2010 study found that:
– On average, Canadians spend more time with radio during a typical work day than with any other medium;
– 38% of adults listen to radio some or most of the time while on the Internet;
– Approximately one-third of adults have listened to radio stations on-line. Of those listening on-line, 58% are streaming local stations;
– 39% of adults have visited a radio station website.
For more information about the Foundation Research Study, contact the Radio Marketing Bureau at 1-800-ON-RADIO or at www.rmb.ca
