Jovens utilizadores de mp3 não querem rádio

«Early adopters of MP3 technology have been shown to be the reatest threat facing radio (Bachman, 2005). Eighty-five percent of a sample in ñe tudy would choose an MP3 player over traditional radio as their preferred listening )ourcFifty percent listened to Internet radio and spent more time with this format than they were six month ago. Fifty-four percent claimed there is no radio station in heir area that played music they wished to hear ("How to make music more," 2005).(...) , Book and Grady (2005) found that adoption of alternate med i a forms by rad i 0 listeners occu rred mostly among those who ere highly dissatisfied with traditional terrestrial radio programm ing. Once theses I iseners adopted new media forms, they reduced their radio listening time by 61 %.» (Albarran, 2007: 95)

«A comparison of radio use between owners and non-owners of iPods yielded a significant difference, suggesting that iPod use substitutes for time spent listing to the radio (...). Radio use for respondents without iPods was about two and a half hours, (...) but radio use for iPod owners was over an hour less» (FErguson, 2007: 114)