As rádios devem acordar para a realidade

In a series of telephone surveys for its CHR clients, Coleman Insights has seen a shift. In one top 20 market study, 84% of 14- to 17-year-olds reported listening to music on a computer, iPod or MP3 player every day compared to just 78% for radio. Jon Coleman says it’s the first time they’ve seen new technologies beat radio.
«In one study completed for a CHR-formatted radio station in a top 20 US market, 84% of 14- to 17-year-olds reported listening to music on a computer, iPod or MP3 player every day. The corresponding figure for listening to AM or FM radio was 78%. In a separate study, when asked the question, "Where is the first place you go to hear music?" 41% of 15- to 17-year-olds said iPods or other MP3 players, 27% said their computers and 22% said FM radio. "The fact that kids are using alternatives to radio obviously isn’t news to anyone, but this is the first time in all our studies that we’ve seen the numbers support new technologies over radio," said Jon Coleman, president of Coleman Insights. "This shift, however, should convince radio stations that they have to determine how radio can fit into the lifestyles of younger listeners if they are not already attempting to do so."; fonte: «COLEMAN INSIGHTS FINDS THAT USAGE OF NEW TECHNOLGY FOR MUSIC CONSUMPTION BY TEENS REACHES TIPPING POINT», Coleman Insights, 5/06/08