December 09, 2012

Who says radio is out? Maybe in other parts of the world, but in Puerto Rico, radio listeners are loyal and more are born every day.

Three out of five Puerto Ricans listen to radio daily, according to this week’s Gaither/CARIBBEAN BUSINESS/WOSO Radio poll, which this time surveyed more than 20,000 respondents among an islandwide representative sample of adults. The survey has a sampling error margin of plus or minus 0.5 percentage points.

When it comes to places where they listen to radio, most, or 71%, do it at home and 56% in their car. Other respondents, or 6%, tune in at the office, 1% while shopping and 1% get their radio elsewhere.

When asked if they had listened to radio in the past 24 hours, 61% of the respondents said this was the case. This means three out of five locals listen to radio every day. Meanwhile, 39%, or nearly two out of five, indicates the opposite.

Looking at demographics, there are interesting differences between subgroups. For instance, the higher the respondent’s educational level, the likelier he or she listens to radio every day. Of those who make this media a part of their lives, 69% graduated from college, while 58% have a midlevel education and 53% have had less formal education.

The same trends follow income levels, where 72% of respondents with high incomes are more likely than middle-income earners, at 66%, and 60% of those with low income to do so. Sixty-five percent of respondents ages 18 to 54 were more likely than the 58% younger than 18, and the 56% older than 55 to listen to radio broadcasts daily. An interesting finding is that 65% of the men, compare to 58% of women, reported having listened to the radio in the past 24 hours.

Gaither also asked respondents at what times during the day they usually listen to radio. Results showed the earlier it is, the likelier residents are to tune in. For instance, most of the respondents, or 63%, indicated they listen to their favorite programs
during their morning driving time, from 6 a.m. to 10 a.m.; 44% indicated they do so during the daytime, from 10 a.m. to 3 p.m.; and 26% from 3 p.m. to 7 p.m., when driving in the afternoon.

Meanwhile, 9% listen to the radio during the evening, from 7 p.m. to 10 p.m.; and 5% do so in the late evening, starting at 10 p.m., up until the early morning, or 6 a.m.

BY ANGELA VARGAS
For more information at http://www.caribbeanbusinesspr.com

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