A solução passa pelo telemóvel?

A empresa Jacobs Media conduziu para a Arbitron um estudo com jovens dos 18 aos 34 anos, com base em seis "focus group". (em cidades como Baltimore, Detroit, D.C. ou L.A)

Algumas conclusões são muito preocupantes para a rádio:

- the notion these listeners have that radio is “losing its portability.” (radio’s notion of ubiquitousness and complete portability may be seen as a thing of the past. As Jacobs recounted it: “And then a [focus group member] looks at me and says the iPod is portable and radio is not. So I looked at him and said ‘What are you talking about?’ ”)

- the only positive feedback for terrestrial radio is that it’s free, but it was also dubbed “uninspiring” in the focus groups;

- There’s a strong awareness of satellite radio Jacobs said, but there is also “much reluctance” to subscribing he added.
- Cell phones appear to be the real wild card in the next generation of competition for terrestrial radio listenership. In short, Jacobs described the cell phone as “the monster that just keeps getting bigger” and a device that women have no problems incorporating into their own entertainment usage;

- He offered the perception that “Radio is tethered [acorrentado] to the car,” and that younger listeners believe that “radio is tethered and the iPod is not.”

Mais conclusões aqui.