The Generational Breakout Revealed in the 2021 Finney Media Why Listen® Survey
One of man’s most intriguing inventions might be the on/off button.
With the press of a push-button ignition switch, the mechanics of a modern car can create the opportunity for a leisurely Saturday drive. With another push, the sound of your station fills the automobile.
However, there is a downside. The off button is just as easy to push, allowing a user to escape unengaging content. Certainly, no Christian program or programmer sets out to create content that drives listeners to the off position. So, the central question is: What does the listener want to hear?
When the most recent Finney Media Why Listen® survey was released in the summer of 2021, Finney Media determined many of the primary reasons why people listen to Christian music, teaching, and hybrid radio stations. Remarkably, nearly 90 percent of respondents indicated that Christian radio helps bring personal spiritual growth.
The question we look at today is this: Is this true generationally? Are these listening attributes consistent generationally?
With feedback from nearly 11,000 respondents, Why Listen includes data to show what Millennials and the consistent core of the audience, Gen Xers and Baby Boomers, desire.
Below you’ll find our headlines, headlines that we’ve presented before, but now broken out by generation. You’ll find Pew’s definition of each generation here.
Why Listen: Generational Response
Why do listeners listen—by age/generation (percentage who indicated that’s a Main Reason they listen)
- It helps me worship God throughout the day (88%)
- It helps me grow spiritually (81%)
- I like worshipful Christian music (80%)
- I want to be encouraged (77%)
- It’s safe for me and my family to listen to (70%)
- It helps me understand the Bible better (53%)
Topics of Interest—by age/generation. (percentage who indicated they are “very interested.”
- A word from Scripture and how it might apply to your life today (84%)
- Bible studies on TOPICS like prophecy, spiritual gifts, marriage, etc. (65%)
- A series on an entire BOOK of the Bible (58%)
All the generations unite in a desire for spiritual content. Listeners want Scripture, topics about individual books of the Bible, teachings on topics such as marriage, prophecy, and spiritual gifts.
You can find out more about the “why” and “how” by reviewing Chuck Finney’s RECENT TALK at the NRB convention on ways to hear from your listeners. Please CONTACT US if you’d like more conversation on your specific ministry or station.
