New research reveals the continued importance of radio traffic and travel

On Wednesday 25 January, Radiocentre attended the launch of GTN’s new research at Soho House in Dean Street, London.

The research, Traffic and Travel in a Connected World, explores the usage of traffic and travel information sources, as well as current attitudes and opinions towards them. Conducted in conjunction with research company Clark Chapman, the report was a large scale quantitative study involving 2000 listeners from all over the UK.

Some key findings from listeners that took part in the study include:

• 79% will turn up the volume on their radio during traffic and travel bulletins
• 91% typically seek their traffic and travel information from the radio when in the car
• 48% will seek an alternative station if the one they are currently listening to does not provide updates.

Crucially, the study showed that radio is the trusted medium for travel and traffic updates, coming to mind more spontaneously than online sources, Google Maps, Apps and Satnav.

GTN UK serves 250 commercial radio stations in the UK, reaching 27.5 million adults with their Traffic & Travel and Entertainment News reports.

To read the research, click here.