Radio enthusiasts! That’s what Urban P1’s are, based on our ListenerThink P1 research…

Out of 18 motivations for listening to radio, Urban P1’s score half of them above the total audience average. And they score none of them significantly lower than average.  In other words, they have a lot of reasons for listening to radio.

Like most, their #1 reason is “to get in a better mood.” But about as important to them is “to take your mind off your problems or situations”:

TAKE YOUR MIND OFF PROBLEMS      . TOTAL . URB P1’s
VERY IMPORTANT 35% 52%
SOMEWHAT IMPORTANT 34% 31%
SLIGHTLY IMPORTANT 18% 12%
NOT AT ALL IMPORTANT 11%   5%

One way radio eases their minds is to reassure them all is OK.  While hardly a major motivation for Urban P1’s, it is “more major” for them than for other formats’ P1’s:

REASSURE NOTHING BAD HAPPENED . TOTAL . URB P1’s
VERY IMPORTANT 17% 32%
SOMEWHAT IMPORTANT 24% 22%
SLIGHTLY IMPORTANT 26% 20%
NOT AT ALL IMPORTANT 29% 23%
Don’t know   3%   4%

Urban P1’s are also #1 — tied with their CHR counterparts — for seeking excitement and an “energy boost” from radio. And the energy boost Urban P1’s get from radio contributes “to help you work better or faster”…more so than for other P1’s:

HELP YOU WORK BETTER OR FASTER . TOTAL . URB P1’s
VERY IMPORTANT 25% 37%
SOMEWHAT IMPORTANT 31% 26%
SLIGHTLY IMPORTANT 19% 15%
NOT AT ALL IMPORTANT 21% 17%
Don’t know   2%  5%

And radio is also social for Urban P1’s. More than others, they listen to…

ADD TO THE FUN WITH OTHERS          . TOTAL . URB P1’s
VERY IMPORTANT 29% 50%
SOMEWHAT IMPORTANT 38% 29%
SLIGHTLY IMPORTANT 17% 16%
NOT AT ALL IMPORTANT 14%   6%
Don’t know   2%   0%

Finally (whew!), nostalgia plays a bigger role for Urban P1’s than for any format’s other P1’s:

BRING BACK MEMORIES                      . TOTAL . URB P1’s
VERY IMPORTANT 28% 40%
SOMEWHAT IMPORTANT 34% 32%
SLIGHTLY IMPORTANT 21% 19%
NOT AT ALL IMPORTANT 14%   7%
 Don’t know   2%   2%

In past research, we’ve noted that Urban P1’s are more involved and interested in radio than most other formats’ P1’s.  This research explains why…because radio does a whole lot of good things for them!

Monday: Sports Talk