Despite the explosion of streaming services, podcasts, and connected vehicle technology, a new international study confirms what many local drivers already know: radio remains the dominant audio companion behind the wheel.
According to new research commissioned by WorldDAB and conducted by Fifty5Blue, 83% of recent vehicle buyers listen to radio while driving, making it the most-used in-car audio source by a wide margin. The study surveyed 8,000 adults across six countries and found that half of all respondents identified radio as the audio platform they use most often in their vehicles.
The findings, unveiled at the WorldDAB Automotive 2026 conference in Frankfurt, reinforce radio’s enduring value in an era when consumers have more entertainment choices than ever before.
Drivers Still Choose Radio First
One of the study’s most significant findings is that radio continues to outperform every other audio option available in modern vehicles.
While 50% of respondents said radio is their primary in-car audio source, only 20% cited music streaming services and 12% preferred personal music libraries. Radio also dominated daily usage, with 31% of respondents listening every day during the previous week, compared to just 15% for streaming services.
For local businesses in Logan, Cache Valley, and Southern Idaho, these numbers highlight an important reality: radio remains one of the most reliable ways to reach consumers during their daily routines.
Radio Is a “Must-Have” Vehicle Feature
Perhaps even more telling, 62% of respondents said radio is a must-have feature when purchasing a new vehicle. It ranked ahead of built-in navigation systems, touchscreen displays, and smartphone mirroring technology.
Among regular listeners, 85% said they would “really miss” radio if it were removed from their vehicles.
This speaks to something many advertisers already understand. Radio is not simply background entertainment.; it is a trusted and habitual part of consumers’ daily lives.
At Cache Valley Media Group, we’ve seen this firsthand. Many local businesses throughout our area have built lasting brand recognition by maintaining a consistent presence on stations such as KVNU, KIX 96.7, Q92.9, Utah’s VFX, KOOL 103.9, The FAN, Juan 97.3 and others. The businesses that stay visible and audible in the marketplace are often the ones consumers remember when they are ready to make a purchase.
Radio’s Local Connection Remains Powerful
One of the most compelling findings for local marketers involves radio’s connection to community.
According to the study, 85% of respondents said radio helps keep them informed about the world, while 69% said it helps them feel connected to their local communities.
That local connection is difficult for national streaming platforms to replicate.
Listeners in Cache Valley tune in not only for music, but also for local news, weather, high school sports, community events, agricultural information, and the familiar voices they hear every day. Whether it’s KVNU’s local news coverage with Will Feelright, Craig Hislop and JD Walker, Jeff and McCall on Q92.9, Lynn Simmons on KIX 96.7, or Eric Frandsen and Jason Walker with The Full Court Press on 106.9 The FAN, local personalities create relationships that national platforms simply cannot match.
For advertisers, those trusted relationships can translate into stronger brand credibility and greater audience engagement.
Radio Still Leads During Emergencies
The research also underscores radio’s critical role during emergencies and severe weather events.
Eighty-three percent of respondents said broadcast radio is very important during disasters, while more than half said it would be their first source of information while traveling. Two-thirds also believe radio is safer to use than competing audio platforms.
For residents of Northern Utah and Southern Idaho, where winter storms, wildfires, road closures, and weather-related emergencies can occur with little notice, radio remains a dependable source of timely information.
That trust extends to the businesses that advertise alongside that content.
Marketing Lessons for Local Businesses
The biggest takeaway from this research is not simply that radio remains popular. It is that radio continues to occupy a unique place in consumers’ lives.
People don’t just consume radio. They depend on it.
For local businesses, that means radio advertising remains one of the most effective tools available for building awareness, creating familiarity, and staying top-of-mind before customers need your products or services.
The most successful marketing strategies today combine traditional strengths with modern digital products. Businesses that pair radio campaigns with targeted marketing, social media, digital display advertising, streaming audio, video marketing, and local online news platforms often achieve greater reach and frequency than relying on any single channel alone.
That’s why many businesses throughout Logan, Cache Valley, and Southern Idaho use integrated campaigns that combine on-air advertising with Cache Valley Daily, social media marketing, streaming, video, and other digital products offered through Cache Valley Media Group.
The Road Ahead
While technology continues to evolve, this new WorldDAB study demonstrates that radio remains deeply embedded in the driving experience. Consumers continue to value its convenience, local relevance, reliability, and trusted companionship.
For local businesses looking to reach engaged audiences throughout Northern Utah, that’s welcome news.
Radio isn’t disappearing from the dashboard. If anything, the latest research shows it remains exactly where consumers expect it to be.
Source: WorldDAB/Fifty5Blue international automotive audio study released June 2026.
If you’d like to learn how radio, digital products, social media, and targeted marketing can work together to grow your business in Cache Valley, Logan, Northern Utah, and Southern Idaho, contact one of Cache Valley Media Group’s marketing consultants today.
