Today's students are evaluating higher education through the lens of future outcomes, financial value, and trust. A new Critical Mass Insights study found that career opportunities (7 in 10), personal growth (7 in 10), and earning potential (6 in 10) are the primary drivers of higher education decisions. With 87% saying they trust education information more when it comes from voices they regularly listen to, read more to find out how to leverage these voices for higher ed.

Choosing a college is about far more than academics. Today’s prospective students are focused on outcomes, affordability, and confidence in their future. A new Critical Mass Insights study found that 93% seeking higher ed would consider a community college, with program offerings (99%) and affordability (98%) rank among the most important factors in school selection. The research also highlights the powerful role of audio in the decision journey: 9 in 10 agree audio helps them discover education opportunities they may not have researched on their own. Find out how audio can help build awareness, credibility, and confidence among prospective students.

A new Critical Mass Insights study found that 97% of those who have hired a divorce lawyer say trustworthiness is a critical factor in attorney selection, while 99% want to feel understood, not just represented. The research also reveals that people often spend 1–6 months researching attorneys before making a decision, creating an important opportunity for firms to build familiarity and credibility. Find out how audio can help raise awareness, stay top of mind, and build credibility for divorce and family attorneys.

When it comes to choosing a personal injury lawyer, trust and reassurance matter most. A new Critical Mass Insights study found that 97% of consumers say trustworthiness is a very important factor, while 92% value clear and timely communication. Consumers also rely heavily on social proof, with 97% saying other people's experiences help them decide which lawyer to hire and 92% preferring a recommended attorney over one they found on their own. These findings highlight the importance of building trust, credibility, and meaningful connections with prospective clients. Learn how audio can help personal injury attorneys build trust, credibility, and client confidence in our latest report.

95% say it feels good to know someone cares, 83% feel more alive when with other people, and 92% have meaningful relationships. This is proof that authentic human connection remains one of the most powerful forces shaping how people feel and engage. Read more about how brands can tap into this human need with live events and audio.

Confidence remains a priority, even in uncertain times. Critical Mass Insights found that 78% of adults are still spending on things that make them feel good, while 7 in 10 listeners say hearing someone talk about cosmetic dentistry makes it feel more approachable. Discover how trust, awareness, and audio can help cosmetic dentistry practices connect with prospective patients and drive consideration

While 4 in 5 Americans are familiar with credit unions, all consumers say trust is big factor in choosing a financial institution. For credit unions, there is a big opportunity to increase that trust, with only a third citing trusting local banks / credit unions more than large banks as a reason for considering. Radio and podcast are noted as top trustworthy sources for financial matters. Find out more in the latest report on how audio can help build confidence and trust in credit unions.

HVAC and roofing repairs are primarily driven by need and urgency; nearly 6 in 10 homeowners planning HVAC or roofing have homes aged 25+ years, with wear and tear as the top motivator. Additionally, weather accelerates decisions - 9 in 10 say it prompts them to think about repairs. 8 in 10 consumers say radio prompts them to act quickly and 8 in 10 are more likely to visit home improvement stores while driving. Find out how audio drives major renovation decisions in this latest report.

Women continue to prioritize self-care despite economic pressure, with 80%+ still spending on what makes them feel good and 9 in 10 tying appearance to overall well-being. Audio accelerates action with 3 in 4 say it makes cosmetic procedures feel more approachable and nearly 7 in 10 are driven to search after hearing about it. Find out more in the latest report on audio and cosmetic procedures.

New research reveals a massive opportunity for brands to connect with Americans actively seeking financial growth—82% of middle and lower income consumers are open to alternative career paths like trade and vocational programs. Yet despite this demand, awareness remains limited, with many consumers lacking a clear understanding of these options and their earning potential. Audio stands out as a powerful catalyst for action: 7 in 10 listeners say they’re more likely to explore opportunities they hear on radio or podcasts, and 63% trust hosts for advice on improving their income. Find out more about this opportunity for advertisers in this industry to use audio to educate, inspire, and drive real career consideration.

Nearly 8 in 10 consumers trust radio and podcast hosts for cosmetic recommendations - outpacing influencers - and nearly 90% include radio in their daily routine. Tap into new insights that show how these trusted voices drive real consideration, search, and purchase behavior across the beauty category.

6 in 10 consumers are only somewhat familiar with reverse mortgages—yet nearly half of those who are very familiar would consider applying. Radio reaches nearly 90% of homeowners and is 18% more trusted, creating a powerful opportunity for brands to build awareness, shift perceptions, and drive action in a category primed for education.

Did you know 8 in 10 consumers say the car ride is their final decision point before stopping at a restaurant? But the in‑car environment drives spontaneous behavior well beyond food, fueling last‑minute purchases across retail categories from clothing to alcohol and home goods. With 85% of consumers citing radio as the last media they use before shopping, in‑car messaging—especially broadcast radio—reaches people at the precise moment purchase decisions are made.

3 out of 4 consumers don’t know what’s playing in theaters—and they rarely search for movies until they’ve already made a decision. Radio advertising and trusted personalities cut through the noise, sparking curiosity and driving real action. In fact, 85% of radio listeners are more likely to see a movie if their favorite radio personality recommends it, and nearly three-quarters trust those voices more than professional critics. Radio doesn’t just inform—it inspires, making it a uniquely powerful tool for getting audiences back into theaters and turning movie buzz into ticket sales.

Recent polls show a 13% decline in alcohol consumption across the U.S. over the past two years. Consumers are increasingly turning to soda and other soft drinks—creating a prime opportunity for beverage brands to capture new market share. Radio is uniquely positioned to amplify this shift, with over 80% of radio listeners saying they’re likely to try a food or beverage product they hear about on air. Find out how radio advertising can help supercharge soda sales.

Did you know the more consumers hear an ad on the radio for a product they use, the more loyal and more likely they are to recommend the product? In fact, 86% say “I am more likely to tell others about the product after hearing about it often on the radio.” Check out the latest insights from the Critical Mass Insights Radio Frequency and Brand Advocacy. Learn how using high levels of frequency in radio can drive critical KPI's for your brand.

Nearly 80% of moviegoers say hearing a movie ad on the radio while driving makes them more likely to consider seeing it in theaters, highlighting radio’s power to influence last-minute entertainment decisions. With most tickets purchased the day of the show, radio reaches audiences at exactly the right moment to drive action.

7 in 10 U.S. adults say they’ve switched from a regular brand to an unfamiliar one at least twice in the past 12 months, and consumers are reporting increasing willingness to try new brands. Older consumers, higher-income households, and multicultural consumers are all more open to trying new brands, so now is the time for insurgent brands to reach them, and for heritage brands to remind consumers what they have to offer.

Discover how radio amplifies social media impact with the latest insights from the Critical Mass Insights Radio and Social Media Study. Learn how radio influences consumer behavior and enhances your marketing strategy.

Nearly 9 in 10 holiday shoppers say they notice brands more after hearing them advertised on radio or podcasts, making audio a powerful driver of awareness and purchase intent. Radio and podcast ads also spark word-of-mouth, with 90% of listeners sharing great deals they hear with friends and family.

Radio is a powerful launchpad for artist engagement—91% of listeners say they’re more likely to stream a music artist after hearing them on radio first, proving radio’s influence extends far beyond the dial.

Nearly 70% of bets are placed in the final 24 hours before a sporting event, making radio an ideal channel for reaching bettors when they're most ready to act. It's the perfect way to catch people in the moment with the info they need to place their bets.

Discover how radio supercharges QSR advertising with insights from Critical Mass Insights' latest report. Learn how radio influences meal decisions and drives customer engagement on the go.