A relação dos jovens (18-24) e a rádio

«As for listening to AM/FM radio, 50.2% of the sample reported they never listen to terrestrial radio; 26% reported they listen less than an hour a day; 8.6% indicated they listen to radio 1-2 hours a day, and less than 1% (.9) reported listening more than 2 hours a day. Respondents were also asked to rate AM/FM, MP3, streaming or Internet-only radio anda satellite radio in their ability to provide them with entertainment using a five point scale (1 = very poor; 5 = very good). Respondents rated the MP3 the highest with a mean of 3.95, followed by satellite radio (2.95), streaming via the Internet (2.86) and AM/FM last (2.67)» (ALbarran, 2007: 97)

«Respondents were asked to identify which of the four technologies they would keep for their music listening if they could only choose one. The sample again showed a strong preference for the MP3 compared to other technologies. Approximately 68.4°% indicated they would keep their MP3; 21.4% of the respondents indicated they would keep AM/FM; only 4% streaming media, and 5.6% would keep satellite radio» (98)

with nearly 50% of the sample indicating they never listen to rad io, this is extremely problematic for an industry that has a long history of cultivating young listeners. The focus groups revealed a number of negative perceptions about radio that are reflected among society: too many commercial interruptions, tooliute variety in music, and too much industry consolidation so that all stations sound the same. (...)rythjng but news, it will have major implications for the medium in terms of pro:ramming, its abil ity to attract advertising, and its long-term future. Radio is still perceived as a good second choice to the MP3, but as these audiences age will they still perceive radio as serving only these limited needs?» (99) 

ATENÇÂO Ao factor moda; que pode enviesar os resultados actuais; daqui a alguns anos esta tecnologia não será tão presente e necessaria?