| Reasons for Traditional Radio | Representative
(n=1429) |
Open
(n=7532) |
||
|---|---|---|---|---|
| Primary | Total | Primary | Total | |
| Convenience/ease (where you want it) | 48% | 64% | 47% | 65% |
| Cost (of radio) | 9% | 29% | 13% | 36% |
| Tradition (have always done it this way) | 13% | 27% | 10% | 23% |
| Content (what you want) | 11% | 23% | 9% | 17% |
| Timing (when you want it) | 5% | 15% | 4% | 13% |
| Simplicity (content selected for you) | 4% | 13% | 5% | 15% |
| Flexibility to explore/discover new content | 3% | 8% | 3% | 9% |
| Language of content | 2% | 6% | 3% | 6% |