Ipsos/MRBI finds 91% of Irish people listen to radio every day
A new survey has found that radio continues to hold a special place in the lives of Irish people.
The sample of 1,100 people aged 15 and over across Ireland by Ipsos/MRBI found 91% of Irish people listen to radio every day.
When estimating the amount of time spent listening to audio across all platforms and services, live radio emerges with the greatest share of time spent listening.
The research has been commissioned by the Independent Broadcasters of Ireland (IBI).
Among the findings of the survey were that radio listening is outstripping other forms of audio between 7.00am until 7.00pm.
In a typical day, more time is spent listening to radio than to any other form of audio with live radio at 54.3%, listen back at 6.3%, streamed music at 8.6% and people listening to their own music is at 21.5%.
It also found that 78% of people continue to listen to audio via traditional FM radio.
Access to news and information (27%), music (29%) and companionship (16%) were the main attractions for radio.
The top reasons for listening to radio are to stay informed, to gather new ideas or opinions and to have something to talk about with friends and family.
The top reasons for choosing other forms of audio are to create or add atmosphere, to relax and unwind and to escape the daily grind.
The IBI is the representative body for Ireland’s independent commercial radio broadcasters, with 70% of the population tuning into independent radio on a daily basis.