Os Leitores digitais e os jovens (e a rádio e o podcast)

«iPod/Portable MP3 Player Now a ‘Must Have’ Among Teens» (slide 28):

12-17 anos: Janeiro 06: 42%; Janeiro 2007: 54%; Janeiro 08: 73%

18-24 anos: 31%, 39%, 51%

25-34: 30, 38, 48%

35-44: 30, 38, 46%

IMPACTO NA ESCUTA DE RÀDIO:

«Only 10% Report Less Radio Listening Due to Time Spent with iPod/MP3 Player» (slide 31):

Menos 10%

Mais 4%

Sem efeito 21%

«Ipod/MP3 Player Has Greater Impact On Radio Among 12-24-Year-Olds» (% By Age Group Who Are Spending Less Time with Over-the-Air Radio Specifically Due to Time Spent with iPod/Other Portable MP3 Player): 12-17: -22%; 28-24: -17%; 25-34: -12%; 35-44: -9% (slide 32)

CONCLUSÃO« New iPod models Continue To Fuel Growth of Portable MP3 Players: The introduction of the iPhone and new iPod models continue to propel growth. Nearly four in ten Americans now own an iPod or other portable MP3 player. Continued growth and ubiquity means media companies need to have a podcast and iPod/MP3 player strategy.»