Gender and Age Breakdown
The 2023 Finney Media Why Listen?® Survey is out! Almost 15,000 respondents from three different formats, including Music stations, Music and Teaching stations and Teaching stations and programs. The findings are enlightening.
In the survey, we presented respondents with almost twenty different reasons they might listen to their Christian radio station or program. Here are the Top Five Main Reasons broken out by age: Under 55s (Younger) and Over 55s (Older) and by gender for Hybrid and Teaching Station/Program respondents. The numbers are the percentage of respondents who indicated that’s a Main Reason they listen:
Top Five Main Reasons (Hybrid) |
Women under 55 | Women 55+ | Men under 55 | Men 55+ |
| 1. It helps you grow spiritually | 89% | 89% | 85% | 83% |
| 2. It helps you worship God throughout the day | 87% | 86% | 81% | 76% |
| 3. It helps you understand the Bible better | 72% | 77% | 77% | 73% |
| 4. You want to be encouraged | 76% | 76% | 66% | 64% |
| 5. You like worshipful Christian music | 66% | 64% | 52% | 52% |
Top Five Main Reasons (Teaching) |
Women under 55 | Women 55+ | Men under 55 | Men 55+ |
| 1. It helps you grow spiritually | 91% | 93% | 81% | 88% |
| 2. It helps you worship God throughout the day | 80% | 85% | 84% | 81% |
| 3. It helps you understand the Bible better | 84% | 88% | 83% | 76% |
| 4. You want to be encouraged | 77% | 69% | 81% | 72% |
| 5. You like worshipful Christian music | 79% | 76% | 64% | 64% |
Please note: Almost all age/gender respondents agreed on the bolded Main Reasons over 80 percent.
Two headlines:
- The differences between Younger and Older are negligible. The biggest differences are between Women and Men – the scores for Women are generally higher.
- Secondly, your listener is coming to you for Spiritual Growth. The more you deliver on this and less on other things, the deeper your ministry impact. This includes Worship for Teaching Stations and Programs.
Coming next month: From the 2023 Why Listen? Survey, we focus on the reasons respondents tune away or turn off. Do less of these things and grow your ministry impact.
