Radio is the most common way people listen to music, research claims

Radio remains the most common way people listen to music, despite increased competition from other formats including MP3 players, TV music channels, and internet video sites such as Vevo, according to new research by Bauer Media among its key audience.

Radio: still the most common medium for listening to music says Bauer Media
Radio: still the most common medium for listening to music says Bauer Media

The research found that 88% of listeners to Bauer Media's Passion portfolio (Kiss FM, Heat, Kerrang!, Smash Hits and The Hits) had listened to music through the radio in the past week, compared to 61% listening through an MP3 player or iPod, and 56% through TV music channels.

The research was conducted through the Facebook pages and websites of the Passion portfolio stations. There were 818 respondents in total.

Bauer Media conducted the research to try and challenge the perception that young music fans no longer tune into the radio to listen to music and find out about new music, bands and artists.

The research found radio was also the number one way people found out about music, with 83% of respondents using radio to find out about new music, compared with 53% through friends, and 50% through TV music channels.

When the respondents were asked: "Whose opinion do you trust the most when it comes to new music recommendations?", 42% chose radio, more than any other option and higher than friends (22%) or TV music channels (11%).

Robbie McIntosh, strategic insight director at Bauer Media, said: "There have been some suggestions the internet is replacing radio as a music source, so we wanted to investigate this and understand how young passionate music fans are exploring and sharing music."

At the Radio Festival earlier this year, former Bauer Media chief marketing officer Andrea Vidler, now chief executive of EMI, UK and Ireland, said radio stations needed to be careful, as the internet was becoming increasingly important to record labels.

However, McIntosh said this latest research countered the suggestion that radio was becoming less important, because it showed radio was "sitting at the heart of all music discovery, listening and sharing for the most active online passionate music fans".

McIntosh said: "Radio fuels internet exploration because radio is the most trusted source of new music."

Follow Maisie McCabe on Twitter


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