Bandeiras vermelhas sobre a escuta de rádio entre jovens (EUA)

Conclusões do Youth Radio Study, da Paragon Media Strategies («Paragon Media Strategies surveyed 474 Millennials age 14-24 via internet survey.  Many of the findings can be used for benchmarks as we chart how the young’s (14-24 year olds) new media usage impacts radio listening.  One caveat: because the survey was conducted on line, we’re more likely to be dealing with early adopters to New Media».  «The teens and young adults in the Youth Radio Study represent the next generation of 25-54 listeners.  There are some red flags in this study about respondent’s radio use and also some constructive information about how radio can generate more radio listening from them»):

* 73% of respondents say a majority of their music listening time is spent listening to music on sources other than radio (CDs, MP3s, iPods, streaming, satellite radio, etc).
* Radio maintains a strong 41% of 14-24's time listening to recorded music.
* Throughout the study, females 19-24 indicate their use of radio is significantly more than the other three age/gender groups.
* Listening to music on sources other than radio is pronounced among younger and male respondents.
* iPods and personal mixed CDs are the major threats to radio time spent listening (TSL).
* 78% have iPods, and half of them (49%) are now listening less to radio (18% are listening more).
* 68% of iPod owners have personalized playlists; they are creating their own content.
* Over three-quarters listen to personalized music CDs (mix CDs), and a third of them (32%) are now listening less to radio (19% are listening more).
* Listening to audio over the internet is also an important reason among those who say they're listening to radio less.
* There is a lot of churn in radio tuning. 44% are listening more and 40% are listening less to radio than before»

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