This study sought to identify the radio listening habits of residents of New Abirem in the Eastern region. These habits included reasons for listening to radio, gratifications derived, place and time of listening, most preferred radio stations and radio programmes. The study also sought to find out the devices residents used to listen to radio.
The uses and gratifications and diffusion of innovations theories guided the study. Questionnaires, with both closed and open ended items, were administered to 150 selected residents, made up of 75 young residents and 75 old residents.
Majority of residents were aged between 55-64 years, closely followed by those in the 25-34 year bracket. In terms of gender, female residents constituted a slight majority over their male conterparts. Majority of residents were educated up to the secondary level. Majority of residents were also into trading and other professions as artisanship, palm oil production and catering. In terms of monthly income level, majority of residents earned less than 300 Ghana Cedis, with the next majority making between 300 to 500 Ghana Cedis.
The research indicated that residents mostly listened to radio to be informed and educated, while others listened to be entertained. Residents also derived the gratifications of being current and monitoring of events from listening to radio, while they mostly listened at their workplaces and in their homes. Listeners also preferred news and current affairs as well as sports programmes. The traditional radio set was the single most used listening device among residents, although the advanced radio listening devices (such as mobile phones, mp3 players, car stereos, tablet computers, computers and satellite receivers) were collectively used used more than the traditional radio sets. The research also revealed that age played no role in influencing the listening habits of residents and their choice of radio listening device.