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According to a survey conducted by American Media Services 63% of American adults listen to the radio every day. The number among 25-34 adults is even stronger: 79 percent tune in to radio at least once a day.

Seventy-two percent of Americans say they’re listening to the radio as much or more now than they did five years ago, and they’re still tuning in in the car: 74 percent of Americans turn on the radio when they get in the car, including 72 percent of 18-24 adults and 80 percent of 25-34s.

Satellite radio subscriptions steady at about 11 percent — but 89 percent of respondents said they are unlikely to subscribe to satellite radio in the next 12 months.

“Many analysts seem to be enthralled with the technology of satellite radio, but the buying public isn’t,” said AMS President/CEO Edward F. Seeger. “Satellite radio continues to fill only a small niche in the marketplace.”

AMS also asked what would prompt respondents to listen to radio more. The top answer: More music and fewer commercials. (via Idolator)

The Bottom Line – We can’t verify the accuracy of the study. Some kids claim they only use the iPod and rarely listen to the radio except for XM satellite radio. Maybe more adults are tuning in on talk radio. Unfortunately, it’s overly fragmented to get a proper understanding, but radio has no doubt lost influence. Who really holds influence today?

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