A new study out of the U.S. finds consumers overwhelmingly want access to AM/FM radio in their cars.
The national survey of 1,022 monthly radio listeners, ages 18-74, was undertaken from October 25-29 by Critical Mass Insights. It found that 96% of Americans cite built-in AM/FM radio as important in a new car, agreeing across all demographics that radio access is key.
The study indicates 97% of Americans think it’s important to have completely free entertainment options available in their cars. Of those surveyed, 96% said they would miss the radio if it were removed from cars, while 89% said the absence of a radio in a new car would probably keep them from purchasing.
Even among those who don’t listen to either AM or FM routinely, the survey found that nine in 10 respondents found it important to have available when they need it, in the event of severe weather events, natural disasters, and other emergencies.
“The bottom line here is just how much people value having easy access to both AM and FM radio in their cars. Consumers want radio for a variety of different reasons that are largely unique to local radio — everything from discovering what new music matters to weather updates, the latest sports reports and local news and events,” said Elizabeth Falke, Senior Vice President of Research for Critical Mass Insights. “This is largely due to the special connection on-air talent forms with listeners, as 9 in 10 Americans say having radio personalities easily available in their cars is important because it helps them feel less lonely. Radio simply connects people, and consumers are looking for real, human connection more than ever, as we saw in our The Human Consumer study earlier this year.”
“This research is crucial for car manufacturers as we see that, immediately, half of consumers wouldn’t even look at buying a car without a radio. The ease and simplicity of radio is embedded in the lives of drivers consuming various forms of audio in their cars,” added Falke.
The research also showed radio influences decisions about what to buy at the store or where to stop for lunch.
The study’s release comes as the proposed AM Radio for Every Vehicle Act – which would require an AM receiver to be present in all new cars sold in the U.S., primarily as a public safety measure – reaches more than two-thirds majority in the U.S. House of Representatives, garnering bi-partisan support.
