With the majority of Americans working from home due to the COVID-19 pandemic, the Nielsen Scarborough USA+ database shows that 90.1% of those persons who always or mostly work at home are reached by AM/FM radio each week compared with 87.5% of the total population.
The data also shows that the work-from-home group listens longer – with 38.8 Average Quarter Hours per week, compared to the overall U.S. population which listens an average 37.3 AQH.
Nielsen Scarborough USA+ also reveals that work from home radio listeners stream more, visit station websites and use station apps more frequently than the general population. Nearly one in four (24%) of the work from home group say they have visited station websites or used station aps within the last 30 days, compared to 19.8% of the general population.
“The American worker is continuing to listen to AM/FM radio, especially those who work from their homes,” the Radio Research Consortium, said in its report. RRC is an independent, not-for-profit research firm that provides audience data to non-commercial radio stations. “In the challenging days ahead, this will more likely become a stronger bond.”
Meanwhile, in what may settle some fears radio broadcasters have about a lack of commuting during the pandemic, daily traffic nationwide remains at about 60% of normal levels.
According to a Washington Post report, two days after Washington DC, Virginia and Maryland enacted stay-at-home orders, daily car trips remained at 51% of normal in the District, 53% in Maryland and 59% in Virginia.
In California daily trips are at 58% of normal level, in the Seattle area they are at 55%.
In California, where a stay-at-home order took effect March 19, daily trips statewide remain at 58% of normal level.
Experts tell the Post that traffic on the roads now is from motorists heading to and from essential worksites or as the general population visit supermarkets, banks and pharmacies. Additionally, some who still have to report to work are using personal transportation instead of mass transit, as schedules have been cut and those who need to be out try to practice social distancing.