Radio Listening Habit Among Student in Higher Institution a Case Study of Borno State University Students

This study examined the radio listenership habits among Borno State University students, focusing on the extent of engagement, preferred content, and factors influencing their listening patterns. The objectives of the study include identifying the level of radio listenership among students, determining their preferred programs and languages, analysing the factors affecting listenership, and providing recommendations for improving student engagement with radio. The study employed a survey research design, using a structured questionnaire to collect data from students across various faculties. The data were analysed using descriptive statistics, including frequency distributions and percentages, to interpret listenership trends and patterns. Findings reveal that radio remains a relevant medium among students, though listenership varies based on academic level, faculty, and gender. First-year and final-year students demonstrated higher engagement, with the Faculty of Social and Management Sciences having the highest representation. The study also found that weekends are the peak listening period, with music, news, and religious programs being the most preferred content. Language preference leaned toward English and Hausa, while availability of time and sound quality were identified as key factors influencing listenership. Despite the presence of digital alternatives, students still rely on radio for both entertainment and information. The study concludes that radio continues to play a significant role in students’ media consumption, but its relevance is influenced by academic schedules, content variety, and accessibility. To sustain student engagement, the study recommends improving program quality, optimizing broadcast schedules, expanding multilingual content, strengthening campus radio initiatives, and leveraging social media to enhance accessibility and awareness. By implementing these strategies, radio stations can remain a vital source of information and entertainment for university students in the digital age.