Women “dominate” the listenership of Christian radio programming.
That’s according to a white paper based on a 2016 survey of 23,494 respondents who listen to Christian music and talk radio programming conducted by Dallas-based research firm Finney Media.
Of those listeners, those who listen to Christian music stations, 76% identified as women and 24% were men; those who favor Christian talk radio, 63% were women and 37% were men; and those who say they listen to both types of programming equally break down to 74% women and 26% men.
According to the questionnaire, 80% of these women report that they choose these stations/networks/programs in order to grow spiritually. Others cite a desire to be encouraged, to hear kindness and find calm in hectic lives.
For women, the survey also reveals that loyalty to a Christian-formatted station is engendered by “an encouraging, positive atmosphere.”
Dallas-based Finney Media conducted the survey because “understanding a radio station’s listeners and how they perceive the station’s message and brand is crucial to making sound ministry decisions that will keep it moving forward,” Finney Media President Chuck Finney said in a press release.