A Study by Toluna India
The current outbreak is seeing some enlightening trends in the consumption pattern of India’s Radio listeners according to a recent study done across metro and non-metro markets, with a sample size of 1600+ respondents. The study highlights the fact that FM Radio listenership grows, as people claim to be spending more time listening to the Radio in the lockdown period as compared to the earlier. The eye-opening trend as per the study is that 32% of people ranked FM Radio as the most preferred media for daily entertainment in the lockdown period, falling behind only to TV shows.
According to the online survey done by Toluna, an ITWP company and leading consumer intelligence platform that delivers insights on demand, there is a significant increase in the number daily consumption of FM Radio. 39% of the people surveyed claim that they are listening to Radio for more than 90 minutes a day during lockdown. Also, more people are tuning in to their Radio Sets for more than 3 days in a week now (78%) as compared to earlier (75%).
Adding to the insights, Mr. Dixit Chanana, Country Director, Toluna India, says, “With the entire country under lockdown, in-home FM Radio listenership has gone up. On expected lines, listenership witnesses a sharp decline on statements like ‘I listen to the Radio in a car’ or ‘I listen to the Radio while travelling in public transport’. People are now listening to Radio in different ‘in-home’ moments that includes tuning in to Radio while doing regular daily household work, just a simple ‘time-pass’ and while people are working from home and glued on to their laptops. Within the Salaried segment, there is a significant increase in radio listenership while doing their office work at home.