Jovens gastam mais tempo com internet, telemóveis e LAD

Mais um estudo que confirma aquilo que empiricamente se temia: o tempo não é elástico e se há mais telemóveis e leitores de audio digital, é normal que algo seja sacrificado. (só 16 por cento gastam o seu tempo «mediático» com a rádio)

«Bridge Ratings & Research recently concluded the second phase of its study on the media habits of 15-24 year olds and has confirmed initial perceptions that young people continue to spend less time listening to the radio as a result of increased use of the internet, cell phones and MP3 players. The study conducted during the second half of 2006 found that 33% of 15-24 year olds are listening to less radio as a result of their time on the Internet, while 10% are spending more time. The 33% number is up from 20% in a similar study taken in August 2005. Other findings of the study include: nearly a quarter (24%) watching less conventional TV with an almost identical number (22%) saying they are spending more time watching video on the Internet on such sites as YouTube, Yahoo! and MySpace, or streamed replays of prime time shows on TV network websites.  The study also found that young people are spending most of their total media time (23%) online, more than watching television (22%), listening to the radio (16%) and listening to their MP3 players (19%). The study used a sample of 2620 people aged 15-24 years in Dallas, Washington, DC, Chicago, Denver, Los Angeles, Portland (OR) and St. Louis (MO).»

 

fonte: «Bridge Ratings Youth Audience Media Use Study 2007», 14/02/07

Mark Ramsey, no seu Hear2.0, acha que não. Surpreendemente, defende que «my own research has clearly shown that heavy mp3 player users tend to listen to as much radio as anyone else - but are less satisfied with what they hear on the radio». Como?