Why people love radio

New audio technologies are great, but no one feels alone when the radio is playing.

Why do people still listen to radio?

Radio is the the world’s most venerable wireless broadcast medium, so it’s interesting to watch the medium develop as new technologies change how we consume audio content.

A growing range of streaming and podcast apps provide listeners with customisable audio content, social features and, in many cases, advert-free content.

With so much choice it's a wonder so many of us still listen to conventional radio. So why do we?

There are many answers to this question, but our experience of developing both radio, TV and music streaming brands leads us to the following thought.

People love radio because it's not a lonely experience. Indeed, people explicitly switch on the radio for ‘company’. Listeners often say it feels like a DJ is in the same room or car with them, and that feels nice.

However, even when the DJ isn’t speaking listeners are aware that other people are experiencing the same thing, at the same time, as they are. And that's important too.

The live radio listening experience, like watching a cup final, always feels more ‘real’ or ‘vital’ than recorded or time-shifted media consumption. This is because listeners feel, at some deep psychological level, that they’re not alone and the only witness to their subjective experience.

Another key feature of the radio experience is its simplicity. Broadcast wireless radio (FM/ AM/ DAB) is still the easiest and most convenient way to access live radio. That lack of inertia is really important, but I don’t think people care too much if other, equally convenient media technologies appear. 

People just need new technology that makes it easy to access the live audio experiences they enjoy and share them in a deeply psychological sense with all the other listeners out there. 

If you would like to get in touch with Colourtext please drop us an email.

Mark Uttley
Group Strategy Director, AKQA, San Francisco, US

"Colourtext always take a fresh approach to discovering hidden patterns in data. Whether you want to conduct segmentation or mine your CRM for deep insights, they will help you see your customers , and what they are seeing , in new ways."

Joaquim Bretcha
International Director of Netquest and President of ESOMAR, Barcelona, Catalonia, Spain

"Colourtext and Netquest have partnered on different occasions to showcase the power of the digital behavioural data extracted from Netquest’s consumer panel. Colourtext has not only the expertise of dealing with big datasets but also has brilliant creativity to make the most sense out of them. Working with Colourtext is a rich, agreeable and easy going experience"

Mark Barber MBE
Planning Director, RadioCentre, London, UK

"More than a decade of success for Radiog auge across the world is a testament to Colourtext’s experience and perseverance. There are many obstacles to creating a global currency for measuring radio advertising effectiveness - Colourtext has managed to tackle all of them."

"It’s rare to find research companies that really understand the unique radio / listener relationship and what makes radio advertising work. With experience of researching the medium on both sides of the fence, Colourtext is one of those rare companies."

Simone Lawrence
Director of Insights, Canadian Broadcast Sales, Toronto, Canada

Colourtext has an agile approach to research that ensures a successful outcome to every challenge CBS gives them. The depth of experience and understanding the Colourtext team brings to each study demonstrates their value in the audio space. We have a very positive nine year working relationship behind us that has created significant value for CBS and our clients. We remain committed to working with Colourtext in the coming years.

Jon Puleston
Vice President of Innovation, Kantar Profiles, London, UK

It's rare to find a partner with the mix of analytical, technological and creative skills offered by Colourtext. Jason and his team seem to roam around freely in data, find the stories that matter and bring a distinctive aesthetic vision to the presentation of information.