Jovens 12-24 anos preferem LAD e internet para ouvir música

Um estudo da Bridge Ratings mostra o que já se suspeitava: de um universo de 2000 inquiridos, entre os 12 e os 24 anos, 85% escolhem o seu leitor de mp3 à rádio tradicional.

"The study interviewed 2000 persons 12-24 years of age and was done on a national platform*. The project was part of a University of Southern California Media Lab analysis entitled "How to Make Music Radio Appealing to the Next Generation." »

outras notas: há diferenças entre os 12-17 e os 18-24;

- para ouvir musica, a internet é preferida do que a rádio tradicional: "When given a choice between listening to music over the Internet or traditional radio stations, 54% prefer the Internet while 30% prefer radio. This preference is more pronounced among 18-24 year olds."

"Some ways make music radio more appealing to this Next Generation?

• Add variety - more different types of music and different types of programming throughout each day.
• Reduce repetition
• Showcase much more New Music.
• Hire relateable personalities who can expose this age group to new music.
• Podcast your personalities, create blogs, eliminate the pre-recorded, imported automoton announcers.
• Completely embrace all of the technology available as extensions of the radio station.
• Re-think commercial loads, placement and production quality. For example, properly placed hour long sponsorships would enhance client brands and station image.
• Provide what the MP3 player cannot.

Conclusion

While it appears that the next generation has responded negatively to traditional radio, the reasons are rooted in radio’s abandonment of the 12-24 year old over the last ten years.

This age group appears to want radio to step up, change for the better and challenge them with a new way of presenting radio that is customized for their lifestyles and tastes.

12-24 year olds believe that radio can offer unique programming that will attract them away from their MP3 players and Internet Radio. "

«How to Make Music Radio More Appealing to the Next Generation», Bridge Ratings, Dezembro 2005

[http://www.bridgeratings.com/press_120105-12-24%20Listening.htm]

Um comentário: "While it appears that the next generation has responded negatively to traditional radio, the reasons are rooted in radio’s abandonment of the 12-24 year old over the last 10 years. This age group appears to want radio to step up, change for the better and challenge them with a new way of presenting radio that is customized for their lifestyles and tastes.” And maybe that same age group is just as anxiously awaiting the rebirth of the abacus. The decline in radio listenership among today’s youth is part of a larger trend. It’s no secret, for example, that newspapers are increasingly ignored by this same demographic. And, in the case of newspapers, the same kind of recommendations have been made. “Grab young readers’ attention by creating stories relevant to their interests.”