With some automakers set to remove AM/FM radio from their infotainment centers, new data from Critical Mass Insights shows just how many prospective buyers still expect the band inside their new models.
The company’s research shows that 96% of Americans say that a car having an included AM/FM radio is “important.” An additional 98% said that easy access to the AM/FM Radio inside automobiles is important.
“The bottom line here is just how much people value having easy access to both AM and FM radio in their cars,” said Critical Mass Insights Senior Vice President of Research Elizabeth Falke. “Consumers want radio for a variety of different reasons that are largely unique to local radio – everything from discovering new music to weather updates, sports reports and local news.
“This is largely due to the special connection on-air talent forms with listeners, as 9 in 10 Americans say having radio personalities easily available in their cars is important because it helps them feel less lonely,” Falke concluded.
89% of those surveyed said they would be less likely to purchase a new car that did not include the AM/FM band in it. 97%, meanwhile, pointed to the free-to-use nature of terrestrial radio as its most important feature, arguing that having a free feature inside their automobiles was an important distinction.
The findings were widespread, across several different demographics. Those surveyed ranged from 18 to 74 years old.
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