Radio listenership tends to increase with age with the majority of listenership being at home. Boomers have a higher usage of radio averaging 82%, while only 75% of millennials have listened (yesterday data) and are using the traditional way of listening (through a radio set). The second most used device is cell phone with millennials leading the way at 48%. This is almost double to that of Boomers and 34% of Generation Xers, which is in line with mobile usage and penetration for this market.
In terms of listening by time of day, 62% of millennials listen between 6am and 4pm, 68% Gen Xers between 5am and 1pm and 74% Boomers listen between 6am and 4pm.