Study Shows Need for On-air, Online Integration
New York - Sep 21, 2005 - A Mediaspan study of nearly 35,000 radio listeners across all formats in major U.S. markets shows that local radio could grow its relationship with audiences if they further integrate their on-air and online programming and promotions. The results of the study show that more than a quarter (26 percent) of 18 to 29 year olds download ringtones monthly. Also, overall 11 percent of all respondents say they download podcasts on a monthly basis, 13 percent say they would use a radio station website to download podcasts if they were available. These two downloads are the only two music and radio-related categories where respondents' likelihood to use and download increases over current monthly use if new content is available.
The study also found 28 percent of 18-29 year olds say they download music monthly. Only 14 percent say they are purchasing MP3 or electronic music files online on a monthly basis. Most likely file sharing makes up for the activity gap.
The study also confirmed that listeners access radio station across multiple platforms with 40 percent of 18-29 year olds (vs. 28 percent of those 30 or older) listening to streaming music from radio station weekly.
"This was a massive study that shows pretty clearly that while radio is still a primary medium for most consumers, other new media forms are changing the way that users, especially younger audiences, relate to radio," says Mark Zagorski, CMO of study sponsor Mediaspan.
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