Menos tempo a ouvir ráido, mas mais ouvintes jovens?

«City analysts have warned that the UK's commercial radio stations are losing younger listeners to social networking websites. Sites such as MySpace and Facebook as well a general increase in web usage mean younger listeners are spending time elsewhere. According to Credit Suisse analyst Simon Baker: "The proliferation of internet-based entertainment has precipitated one of the most significant changes, if not the most significant change, in the way the younger demographic consume media. It should be of increasing concern to radio groups." Rajar's most recent figures show that year-on-year commercial radio listening hours for the 15-to-24 age group are down by 3% despite the number of listeners increasing by 6%. The RadioCentre head of research Alison Winter said: "There is an increase in the number of young people listening to radio, but they are not tuning in for as long. I don't think this is because of increased web usage, our previous research has shown web browsing and listening to the radio are frequently complementary activities."

fonte: «Younger audiences up, but listening hours down», Broadcast.com. Yvette Mackenzie 17 May 07 (via Netfm)