Um terço dos jovens (GB) ouve rádio através do telemóvel

«One in three people now listen to radio via the internet, according to new research from Sony. Not only are millions listening to radio in new ways, but new technology is changing what people listen to. Some 15 per cent of people now use the internet to listen to shows and stations outside their terrestrial broadcast areas. Another 18 per cent of people have used the internet to listen to a radio show after it was broadcast by downloading from a radio station website. Internet listening is most popular in the 35-44 age group (41 per cent of whom listen this way), and in the 24-34 age group (40 per cent). The ICM poll also found that internet listening is more popular among men (36 per cent of whom listen via internet) than women (25 per cent). (...) 21 per cent listen via an MP3 or other digital music player, despite many consumers' devices not having an integrated radio tuner; - 12 per cent listen via a mobile phone with built-in tuner, as more and more have this facility; - 82 per cent listen via a conventional analogue radio set.

Studies of young people found they now listen to radio via television sets, and via DAB digital radio sets. The research also found that a third of young people now listen to radio via mobile phones. Additional key findings include:

- 33 per cent of young people 18-24 listen to radio via their mobile phone - far more than other age groups. Just 12 per cent of those aged 25-34 listen via mobile, and 15 per cent of those 35 to 44

- Young people are more likely than any other age group to listen to radio via television sets (57 per cent), and DAB digital radio sets (52 per cent).

- Listening via MP3 and other music players is also less popular among those 18 to 24 (26 per cent) than those 25 to 34 (27 per cent).

The research also found that young people really value radio quality. When researchers asked people if they would pay more for specialist radio sets in order to enjoy high-definition radio, with higher sound quality, young people were most enthusiastic.

Some 31 per cent of 18 to 24-year-olds said that they would pay more if the service were available, compared with a figure of 16 per cent for the population as a whole.
Steve Dowdle, MD, Sony UK, says: "This research shows just how different the radio listening habits of young people are, and also suggests where the future of radio is likely to be. “We can see that young people are keen on new technology, though internet radio seems to appeal to them less than some other age groups."»

fonte: «One in three listen to radio via Internet». UTalk.Marketing.com, 01/05/07