Research: How Many Young People in Serbia Listen to the Radio?
Radio is listened to by 72 percent of millennials and 64 percent of Generation Z in Serbia, according to this year's research conducted by Ipsos.
The results of the research indicate that 57 percent of individuals over the age of 12 in Serbia listen to the radio, with more men (61 percent) than women (53 percent) participating. In Belgrade, 62 percent of respondents prefer radio, in Vojvodina 58 percent, and in central Serbia 53 percent.
Regarding education, radio is more popular among those with higher and university education (69 percent), while the percentage among those with secondary education is 58 percent and 42 percent among those with primary education.
Ipsos highlights that the oldest, known as the Silent Generation, has the lowest listenership (28 percent), while Baby Boomers record 47 percent. However, older generations spend the most time listening to the radio—on average, over four hours a day. Generation X has a listenership of 67 percent, while Millennials follow closely with 72 percent. Even within Generation Z, radio has a strong presence, with 64 percent listening regularly, despite having grown up in a completely digital age.
"When it comes to listening habits, the majority of respondents (56 percent) listen to the radio in their own cars or on public transport. At home, 36 percent of the population over 12 years old does so, while 14 percent listen at work," emphasizes Ipsos.
