Podcasts e iPods nos jovens

According to the latest study by Arbitron and Edison Media Research, The Infinite Dial 2007: Radio’s Digital Platforms:

«Podcasting attracts a youthful audience. One out of six who have ever listened to an audio podcast are 12-17 years old, and more than half ( 52 percent) are under the age of 35». (pág 10)

«More than half of teenagers own an iPod or other portable MP3 player. Fifty-four percent of respondents age 12-17, and nearly four in ten adults age 18-34 currently own an iPod or other portable MP3 player» (pág 14) 

«Contrary to commonly held beliefs, people who listen to digital radio platforms do not spend less time listening to AM/FM radio. Some industry insiders assume that people who use new digital platforms listen less to AM/FM radio. Once again, we find that people who use digital audio platforms do NOT listen less to AM/FM radio. Among respondents in our study, the average time spent listening per day to AM/FM radio was 2 hours, 37 minutes compared with 2 hours, 45 minutes a day among those who use radio's new digital platforms (listened to online radio in the last month, or subscribe to satellite radio, or have ever listened to an audio podcast). Despite the growth reported in alternatives, such as the iPod, online radio and satellite radio, the time spent listening to AM/FM radio by users of digital radio platforms has not changed versus a year ago.» (pag 13). «Radio sees the most impact on listening from iPod/digital audio player owners age 11-24. Among 12-17s and 18-24s, 18 percent in each age group say they are spending less time with over-the-air radio due to time spent with an iPodlportable MP3 player» (pág 16)