Your clients tend to think of Millennials as permanently attached to their smartphones.

They also tend to think of radio as a medium used mostly by older people, the ones who can’t quite figure out how to work an iPod.

Both of those stereotypes are dead wrong, along with a lot of other ideas about media usage in a must read article published in Media Life Magazine.

The article quotes Nielsen’s most recent total audience report, a quarterly document that tracks media use by different age groups, shatters a number of misconceptions about new and old media use.

It says “It might surprise you to know that more Millennials listen to traditional AM/FM radio each week than use smartphones.”

Nielsen found 93 percent of adults 18-34 listen to radio weekly, while just 80 percent report using a smartphone.

In fact, radio is the most frequently used medium among Millennials. It’s well ahead of TV at 76 percent and PCs at 49 percent.

I recommend that you copy the entire article at this link  http://www.medialifemagazine.com/surprising-facts-about-media-usage/                    and mail, email or hand deliver it to every business on the planet as a third party endorsement of radio’s continuing relevance.