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