How Generation X
Uses Public Radio

Public radio’s Gen Xers are slightly lighter radio users than older listeners, listening about two fewer hours per week. Because they use more stations, Gen X listeners are more radio active while being less radio dependent.

Gen Xers rely less on public radio than do older listeners. They tune in less frequently and are less loyal. They are also less likely to listen during both weekdays and weekends

AUDIENCE 98^®  offers evidence that these listeners are "growing into" public radio.

Three-in-four Gen X listeners say they are using public radio more in recent years.

Most public radio listening is to classical music, Morning Edition, All Things Considered, and jazz. This hallmark programming generates most of the listening by Gen Xers, with one notable exception:

Gen X listeners are not as attracted to classical music as older listeners.

Public radio’s Gen Xers spend roughly the same amount of time as other listeners tuned to jazz. The largest block of their public radio music listening is to alternatives such as AAA, blues, rhythm & blues, and rock.

– Jay Youngclaus
– Leslie Peters
AUDIENCE 98 Core Team

Audience Research Analysis
Copyright © ARA and CPB.  All rights reserved.
Revised: September 01, 2000 12:38 PM.