Trends & Statistics
- The number of radio listeners aged 10 and up continues its upward trend since 2014.
- Average 14 listening hours in year 2016
- The majority of adult Malaysians listen to the radio on their phone (28.9%) or in their car (26.1%).
- Radio’s ease of accessibility, immediacy and intimacy keep it relevant to listeners.
- Listeners appreciate radio’s ability to entertain, relax and keep them company.
- Radio is the second most important source of advertisements for the public, accounting for 25% of ads consumed daily.
- Radio listeners are more proactive in providing comments and feedback on social media. They interact with radio stations/shows/presenters’ social media presences daily to several times a week. More than half are there to see videos or photos from a radio show.
- Younger crowds (20-24) favour Instagram and Twitter posts from their preferred radio stations. Listeners aged 25-34 are active across all mediums, while those aged 35 – 49 are more active on Snapchat.
- 97.2% of Malaysians aged 10 and above listen to the radio at least once a week. Listeners tune in to an average of 2 radio stations.
- 75.6% of listeners tune in at home, with listeners aged 50 and above clocking in 13 hours a week on average.
- 79% of listeners tuned in in their car or on other transport. Those aged 30-39 years spent nearly 16 hours a week consuming radio in cars or other transportation in the past month.
- 77% of listeners understand Malay, followed by English (24%), Mandarin (21%), other Chinese dialects (13%), and Tamil/Hindi (9%).
- The Central region boasts the highest concentration of radio listeners (7.3 million pairs of ears). 4.8 million are from Selangor, 1.5 million from Kuala Lumpur and 922,000 from Negeri Sembilan.
- 84% of listeners tune in to listen to music they already know and enjoy, 49% to discover new music, and 48% to stay up to date with current news.
- 80% of radio listeners think radio advertising makes brands more appealing, and 74% say it increases their trust in brands.
- Radio enjoys a 42% engagement rate with associated social media – higher than TV, newspapers or magazines. This stems from audience familiarity with presenters and the messages they deliver.
(Source: GfK RAM Wave 2 2016)