Ouvintes com formação superior ouvem menos rádio

«In the Spring of 2007, if one aggregates all of Arbitron's diary markets (essentially the whole country except for Philadelphia and Houston), the weekly listening was as follows:

Not a College Grad: 18 hours 45 minutes
College Grad: 15 hours 45 minutes

Incredibly, I've never seen this talked about before, despite the fact that it has been possible to find this data all along. But this finding actually understates the difference. That's because the 'non-college-grad' group includes all the teenagers, who have always given significantly less Time Spent Listening (TSL) to radio. So look at the numbers if we look at listening among 25-54 year olds:

Not a College Grad: 21 Hours 15 minutes
College Grad: 15 hours 45 minutes

Wow. As you can see in Figure 1, below, college grads listen to five and one-half fewer hours of radio per week, on average, than those who have not attained a college education.

Figure 1

 

 

Is it that the programming available from commercial radio is just not appealing enough to college graduates? Has our programming simply chased college grads away from the dial? Or is it that college graduates just have less time available for radio listening and more income to buy replacements like iPods and Satellite Radio, and it is not a function of the programming?» fonte: «Has Radio Lost the College Grads?, Edison Media Research, Larry Rosin, Maio (30?) 2008