O monopolio da rádio no carro está ameaçado

«Among the different listening locations, car radio listening seems to be the last bastion against the Time Spent Listening (TSL) onslaught new media poses.  But how certain can we be that radio will maintain its in-car primacy? When asked whether they listened to radio more or less than they did 1 to 3 years ago, Respondents to Paragon Media Strategies’ Youth Radio Survey had a negative Net 3% momentum (More minus Less).  The negative trend is most pronounced at Home and Work: down a net of 9% each.  Graph 1  That makes sense given the intrusion iPods, streaming, and CDs pose in those locations. Only in the privacy of the car does radio post a net increase of 11%.  But before we break out the champaign, let’s look which mediums 14 to 24 year olds listen to most while in their cars.   Graph 2  While radio enjoys a plurality over other mediums people listen to most in their cars at 48%, CDs (27%) and the iPods (19%) compete for the primary in-car audio medium. During Paragon’s focus groups last year, we heard many respondents naturally referring to iPods as what they go to first while in their car.  This trend may accelerate with more common use of iPod car adapters.  Therefore, the advantage radio has had for people in their cars may not be as safe as once thought.  14-24 year olds think of consumer-generated new media as much as or more as they think of radio when deciding what to listen to in their cars.»

fonte: Car Radio Listening: The Last Bastion Against TSL Erosion? Paragon Media Strategies 29/11/07