«(...) First, in the 18-34 demo, this youngest surveyed segment spends far more time listening to “personal music” (CDs, MP3s) (46%) than to AM or FM broadcasts (27%). Second, the computer is the most popular “player” for 18-34’s “personal music” (as opposed to stereos or CD players), which shows they’re comfortable with the PC as a music source. Yet this demo only spend 12% of listening time with online radio, so perhaps there’s an opportunity for webcasters to grow with this audience segment. (...) Why is listenership not growing faster? The biggest reason given: 78% said they’re “just not in habit yet,” which is a behavior that can change. More alarminly, 69% said Internet “buffering” issues made it too annoying to listen.

fonte: RAIN NEWS 04/17: RAIN SUMMIT RECAPS, for more from the RadioNext study, click here.