Americans, 96% Want Radio Built Into New Cars

Critical Mass Insights has released a new study showing near-universal support for keeping AM/FM radio built into new vehicles. According to the research, 96 percent of Americans say having a built-in AM/FM radio is important when purchasing a new car, and 98 percent say it’s important that radio remains easy to find on the dashboard.

The findings cut across every demographic group surveyed, with consumers ages 18 to 74 overwhelmingly agreeing that access to radio is essential – even among those who don’t regularly listen to AM or FM. Roughly 9 in 10 respondents said they want radio available in situations where they may need it most, including severe weather, natural disasters, major emergencies or other rapidly unfolding events requiring immediate information. Overall, 97 percent say access to live radio during these situations 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 Elizabeth Falke, Senior Vice President of Research for Critical Mass Insights. “Consumers want radio for a variety of different reasons that are largely unique to local radio – everything from discovering what new music matters to weather updates, the latest sports reports and local news and events.”

Falke noted that the human connection radio provides remains a major driver of listener loyalty. According to the study, 9 in 10 Americans say the presence of on-air personalities in the car is important because it helps them feel less lonely – a trend that aligns with the firm’s earlier “The Human Consumer” findings.

The report also underscores how much consumers value free, built-in entertainment. Ninety-seven percent say it’s important to have completely free audio options in their vehicles. For those who rely solely on radio, removing it would force them into subscription-based alternatives and increase their daily costs.

The absence of radio would also influence new-car purchasing decisions. The study found:

• 96% of Americans would miss radio if it were removed
• 89% say the lack of a radio would likely keep them from buying that vehicle

“This research is crucial for car manufacturers as we see that, immediately, half of consumers wouldn’t even look at buying a car without a radio,” Falke added. “The ease and simplicity of radio is embedded in the lives of drivers consuming various forms of audio in their cars.”