RAB Insights

RAB Research Archive

Surprising facts about media usage

We tend to think of millennials as permanently attached to their smartphones. We 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 those stereotypes are dead wrong, along with a lot of other ideas about media usage. Nielsen’s most recent total audience report, a quarterly document that tracks media use by different age groups, shatters a number of misconceptions about new and old media use. For example, it might surprise you to know that more millennials listen to traditional AM/FM radio each week than use smartphones.

Source: Media Life Magazine

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