A importância dos downloads
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.
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.
0 comentarios