Do estudo Bedroom Project («No demographic presents more challenges—and more untapped opportunities—to broadcasters than 17- to 28-year-olds»:

«(...) one of the harder hitting findings in "The Bedroom Project" is the gnawing reality that radio may be losing the "location" battle to other media.  Among our 17-28 year-olds:

1. Radio in the home has become tertiary to the array of other gadgets and media, from computers to video games to good old television.
2. On the street, radio has all but lost the battle to iPods (and mobile phones).  The only people walking around with Sony Walkmans are radio programmers.
3. In cars, radio still rules, but iPod connectivity will challenge its dominance.  And the automakers are quickly making it possible for most new car buyers to plug their mp3 players into their vehicles' sound systems.

(http://jacobsmedia.typepad.com/jacobs/2007/10/location-locati.html)