Generalist radio consumption in Spain: influential sociodemographic and ideological factors
Abstract
In a challenging context of digitalisation, it is essential to understand how this affects media consumption. This research analyses the consumption of generalist radio in Spain, focusing on the influence of sociodemographic and ideological factors on listener preferences. A quantitative approach is adopted, using surveys to collect data on consumption habits, station preferences, and characteristics of 385 individuals. The results of the Binary Logistic Regression (BLR) indicate that variables such as level of education, nationality, and socioeconomic status have predictive potential for generalist radio consumption. Additionally, a statistically significant correlation was found between listener ideology and their preference for certain radio stations. In conclusion, the study shows the importance of these factors in radio consumption. It suggests the need to implement strategies aimed at younger audiences and to continue adapting to the changing and challenging media environment.
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