A rádio continuará a ser de consumo secundário (mesmo com novas actividades)

«iPods/portable MP3s, Custom CDs, and time shifting have adversely affected radio time spent listening (TSL) among 14 to 24 year olds.  Let’s turn this proposition on its head and cite new media and activities that haven’t hurt radio as one might have thought.

Overall radio listening suffered a minus 4% net negative (listening more minus listening Less) among the 14 to 24 year olds surveyed. 

There was a slight net positive radio TSL among…

• Cell phone owners
• Internet Radio users
• People who social network

There was a slight net negative radio TSL (although not above the -4 net negative radio TSL overall) among people who play video games

Youth Radio slide 16

These observations underscore that usually radio is a secondary activity.  People are still listening to radio even though the secondary activities they’re engaging in while listening may have not been prominent a decade ago.  Internet radio listening may signal someone who’s more interested in radio overall be it on-line or over-the-air.  Interestingly, cell phone ownership didn’t dent radio listening.»

fonte: «New Media and Activities That Don’t Adversely Affect Radio TSL», 24/03/08