Rádio perde portabilidade (18-34)

"Radio faces some real problems with younger listeners, 18-34—and most startling in this is the notion these listeners have that radio is “losing its portability.”

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

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.

Jacobs offered the following anecdote as a warning that 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?’ ”

Jacobs then turned more directly to the Fly-In audience and asked rhetorically, “Well, if you’re 18-34, when’s the last time you used a Walkman? They don’t think about radio as we do.”

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

Excerto da notícia "Focus Group Feedback: Radio Is Uninspiring", (Billboard Radio Monitor) Dec. 08, 2005, By Tony Sanders