Malaysia’s youth station iM4Ufm has registered an increase of 38 percent in its listeners according to the latest GfK Radio Audience Measurement survey.

The station, which is currently only available in the Klang Valley, has captured a total of 54,000 listeners.

71 per cent of its listeners are aged 30 and below, internet savvy and active social media users. Another highlight is that close to 50 per cent of its listeners command the household income of RM 4,000 and above.

iM4Ufm’s breakfast show, Bangkit attracts 16,000 listeners on weekdays from 8am to 12pm. The show gained 20 percent new listeners aged 20 to 24 years old.

The station’s evening show, ChillX recorded 33 percent new audience aged 15 to 24 years old on weekdays from 4pm to 8pm.

The station also commands new audience in its late evening weekend show, Damix.

The two-hour show has 10,000 listeners tuning in on weekends from 10pm to 12am.

“This is an exciting time for the radio industry. It continues to expand, with greater reach on FM frequency and online. Hence, it is important for us to measure and understand listeners’ listening habits and preferences,” says Kartini, the director of iM4U fm.

“An analysis of iM4U fm listeners purchase habits from the GfK Survey results revealed that listeners aged 10 to 19recorded purchases of more product categories in the past 4 weeks compared totheir older counterparts. For example about 75% of them said they purchased toiletries and clothing and footwear in the past 4 weeks compared to only 15%amongst the 35+ age group. This is useful data for our advertisers so that they could place their advertisements more strategically,” she adds.

“The study has given us an insight of our listeners and our direction. There are areas that we have done well and there are areas that we need to strengthen further,” says Kartini.

Listeners can also tune in to iM4U fm online. According to Triton Digital, iM4U has an average of 5,500 people tuning online per month.