3.0.1 "A geração iPod"

Jovens estão a ouvir mais? (Leiam tudo...)

«Paragon Media Strategies has taken a second look at young people, radio, and new media, and it’s got some good news: Radio TSL is up among 14-24s, with 54 percent saying they’re listening to radio at least a little more than in the past. That’s a change from the first "Youth Radio and New Media" survey, in 2007, when most respondents said they were listening to radio less.»

This year’s Paragon Media Strategies’ study runs contrary to expectations that new media would continue to erode radio Time Spent Listening (TSL).  Radio seems to have turned around many of the negative trends we documented in 2007. 

Radio records positive momentum in 2008.  When we asked if 14-24 year-old respondents were listening to over-the-air radio “More” or “Less” than they had in the past, the listening “More” won out by a healthy margin.  Radio’s momentum had been slightly negative last year.
Youth Radio slide 16

Radio displayed its resilience as the medium of convenience shoring up TSL among young respondents.  There was a notable decline this year among respondents who “Never” listen to radio and among those who listen “Less than an hour during a typical day”.
Youth Radio slide 9

Perhaps radio is escaping its uncool image as respondents warm up to music they like on the radio.  Perhaps the music simply got better.  Whether our study shows a sustained uptrend for radio or a ceasefire in the bombardment new media had delivered to radio TSL among young listeners is yet to be seen.

Detailed results of the complete Second Annual Youth Radio and New Media Study on our website www.paragonmediastrategies.com

(http://www.paragonmediastrategies.com/theblog/?p=292)

MARK RAMSEY explica: «why are we making a conclusive statement of this type based on 400 expressed attitudes when Arbitron collects tens of thousands of actual listener behaviors every quarter? Answers of this type are notoriously unreliable in research - not so much because of the smallish sample but because the question asks for opinions of listening rather than an actual record of listening, which is what the diary and the PPM do. Opinions are fine for attitudes and perceptions, but they leave much to be desired when we're talking about actual behavior. And the fact that the trend was evidently in the other direction twelve months ago is proof of just how rickety these opinions are. Good news is always welcome. But good news must be accurate, too. Maybe this is, but maybe it isn't. If you want to know whether time spent listening is up among American youth in the past twelve months, just ask Arbitron»

Para consultar as audiências nos EUA (como é diferente da Marktest...)

http://wargod.arbitron.com/scripts/ndb/ndbradio2.asp

O impacto das redes sociais nos jovens

Continua a aumentar o numero dos que usam redes sociais

«US Internet users ages 10 to 15 flocked to social networks last year as if getting a MySpace account would increase their allowances. Harris Interactive said in its April 2008 issue of Youth Trends that more than half of US girls ages 13 to 15 used social networking Web sites in 2007, roughly the same as in 2006. Social networking jumped among other boys and girls surveyed: more than twice as many children ages 10 to 12 reported using social networking sites in 2007 as did in 2006.»

fonte: Teen Social Networking Still Growing eMarketeer, MAY 1, 2008

Ouvintes e as redes sociais

«About 33 million Americans 12+ listen to an Internet station in an average week. That’s four million more than a year ago according to the annual “Infinite Dial” study by Arbitron and Edison Media Research. About two-thirds of online radio listeners have a profile on a social networking website. The most popular sites are MySpace and Linked-In.»

Online listeners tap into social networks, Inside Radio, 18/03/08

Online Radio Reaches 33 Million Americans Per Week

 

Metade dos jovens britânicos têm perfil social

«(...) Most sites, such as Bebo, MySpace and Facebook, set a minimum age of between 13 and 14 to create a profile but none actively enforce the age limit. Ofcom's survey of 5,000 adults and 3,000 children found 49% of those aged between eight and 17 have a profile. (...) "Social networks are clearly a very important part of people's lives and are having an impact on how people live their lives," said James Thickett, director of market research at Ofcom. He added: "Children's lives are very different from what they were 20 years ago. Social networks are a way of creating a social bond." (...) The three leading social networks, MySpace, Bebo and Facebook, all say they remove profiles of users that are found to be too young on their sites.»

fonte: Children flock to social networks, 2/'4/08, By Darren Waters BBC News website

O estudo da OFCOM: http://news.bbc.co.uk/1/shared/bsp/hi/pdfs/02_04_08_ofcom.pdf

O iPod veio mostrar que podem pagar

«The combination of a fashion accessory (iPod) with cheap and user-friendly downloads (iTunes) has already persuaded the web generation to buy music that they had previously enjoyed free» (BLACKHURST, 2006: 59 

Uma atitude pós-moderna relativamente ao conteúdo (à originalidade)

«A generation reared on the web and TV broadcast news – where second-hand information constantly circulates – have a very post-modern attitude to the originality of content. They are more interested in a précis of the top 20 stories of the day than they are in applauding exclusives» (BLACKHURST, 2006: 55 

Apenas 3% dos jovens norte-americanos lêem jornais

«According to a survey by the Online Publishers Association of America, only 3 per cent of American 16- to 24-year-olds see newspapers as their first or second choice of media» (BLACKHURST, 2006: 53) 

«With billions of facts just a double click away, the media can no longer assume that young readers will turn to newspapers at all – even if they’re free» (58)

As pessoas acumulam a música; a tecnologia potencia isso

«We must not forget that music remains a very unique commodity; to take on meaning, it requires an incompressible lapse of time, that of its own duration. Thus the gramophone, conceived as a recorder to stockpile time, became instead its principle user. Conceived as a word preserver, it became a sound diffuser. The major contradiction of repetition is evident here: people must devote their time to producing the means to buy recordings of other people’s time, losing in the process not only the use of their time, but also the time required to use other people’s time. Stockpiling thus becomes a substitute, not a preliminary condition, for use. People buy more records than they can listen to. They stockpile what they want to find the time to hear. Use-time and exchange-time destroy one another. ([Jacques] Attali, 1985: 101; emphasis in original) (in STERNE, 2006: 830)

Coleccionar e a relação íntima: via walter benjamin «‘For a collector,’ wrote Walter Benjamin, ‘ownership is the most intimate relationship that one can have to objects’ (1968[1936]: 67). That one can collect mp3s suggests that they appear to users as cultural objects, even if they are not, in any conventional sense, physical objects that can be held in a person’s hand» (sterne, 2006: 831)

mp3 pouco estudado

« (...) it is surprising how little of the common sense of technology studies has been applied to mp3s» (Sterne, 2006: 826).

Mais sobre a questão da percepção

Há um problema de percepção. Mas provavelmente não da forma que a industria está a considerar. Ou com a importância que lhe dá essa mesma industria:

«But industry executives say Americans still want to listen to the radio. And rather than fear threats from new technology, the industry is looking to use the technology to improve its product. "We found out [from consumer surveys] people love radio. But it's free and so accessible, they take it for granted," said David Rehr, president of the National Association of Broadcasters, a trade association that represents 8,300 radio and television stations. "We're the technology that's been around for a long time," he said. The NAB and several other industry groups banded together last month to start a new promotional program called "Radio Heard Here," which they hope will change perceptions that radio is a tired old medium. "We've got to push forward. We've got to be about tomorrow," Rehr said.

BASCH, Mark «Radio is working with, not against, iPods», Jacksonville.com,  19/05/08

Digitalização e iPods permitem descobrir 'toda' a música, até a dos pais

Um dos fenómenos mais interessantes, a merecer estudo que foge deste âmbito, é a possibilidade de fazer coincidir grupos e estilos musicais com gerações, como sempre aconteceu. Aproveitando a abundância de música permitida pela digitalização e disponibilizada pelos iPods/mp3, há lugar à descoberta de velha música, ou, como dizia, o USA Today «Kids are listening to their parents; Their parents' music, that is», By Edna Gundersen, USA TODAY, 30/04/03 

Quando a rádio era o único meio disponível (e grátis) a oferecer

música (e música nova) os jovens ouviam; hoje já não é...

A Internet dá mais (do que a rádio)?

Quanto aos argumentos exógenos, aqueles que não são ’culpa’ da rádio: a rádio ganhou finalmente concorrência no seu terreno preferencial, o da acumulação e o da portabilidade, e no seu conteúdo mais apetecível, a música. Não só existem novos suportes que são autónomos e portáteis, como os telemóveis, os leitores de áudio ou as consolas de jogos (qualquer um deles com grande potencial de crescimento, a partir de memórias internas ou externas), como a nova música deixou de chegar quase exclusivamente pela rádio: chega agora através das muitas faces da Internet (downloads, canais streaming, podcasts, páginas oficiais ou oficiosas, troca de ficheiros em memórias portáteis). É na comparação com outros suportes tecnologicamente mais evoluídos que se percebem as limitações da rádio

Argumento de transição entre as queixas exógenas à rádio e as endógenas: a rádio, naturalmente incapaz de acompanhar todos os desenvolvimentos tecnológicos, começou a afastar-se dos interesses dos ouvintes mais novos, da própria linguagem a que estão habituados

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 

 

Um importante grupo de consumidores

«Young consumers in the US wield considerable buying power. Among 13 to 21 year-olds alone, over $120 billion was spent in 2007, according to The Harris Poll. Definitions vary, but millennials are generally considered those born from 1979 to 1999. (...) The group's income is predicted to rise through at least 2017, when it will approach $3.5 trillion, according to Javelin Strategy & Research. The group is very comfortable shopping online. One-half of consumers under age 24 made an Internet purchase between April 2007 and February 2008, according to Nielsen Online. » fonte: «Gen Y Comes into Focus», eMarketeer, JUNE 6, 2008

A televisão para a nova geração é online

«Young people consider online video content more of a necessity than cable television. They love their Macs. Content piracy is not as prevalent as you may think. And digital video advertising is a necessary evil. (...) 48.2 percent of teens 15 to 17 say they occasionally or frequently watch television programs online (53.5 percent male, 42.9 percent female); 41.8 percent of adults 18 to 24 say they occasionally or frequently»

fonte: Young People on Digital Content Jack Myers 28/05/08

O podcast cresce mas não seduz os mais jovens

«Podcast audience is growing “tremendously.” That’s according to Edison Media Research, which found the number of Americans who downloaded and listened to an audio podcast grew from 13% to 18% in the past year. Edison Research VP Tom Webster says stations should create as much "podcast-able content" as they can. Report HERE.» Inside radio, 28/05/08

De acordo com o estudo: 12-17 anos 15%, 18-24: 13%; 25-34: 21%; 35-44: 21%: 4-54: 20% (slide 12)

Geração iPod quer controlo

«Millennials are hungry for more control over when and where they access rich content. The ability to time-shift with DVRs and have access to HD programming were both highly desirable features: (...) "Millennials are now looking to make their connectivity more personalized and take experiences from 'primetime' to 'my time.'" (...) Millennials further expressed their "on demand" mind-set, indicating they prefer to watch programming or access content on their own terms and timeline, regardless of where that content originated: »

A rádio não consegue competir com a oferta musical nos LAD?

Curiosa a forma como o presidente da UBC Simon Cole apresentou (ontem) o seu projecto Cliq: «não se destina à geração iPod», mas há (na GB) 30 milhões que não têm leitores de mp3, que são ouvintes de rádio; este projecto é para eles. Ou seja, com os outrros já não há nada a fazer, a ideiá é tentar evitar que estes fujam antes que...

Os telemóveis (e a medição de audiencias) afastam os jovens da rádio

«According to a study by the Centers for Disease Control and Prevention, 22.3 percent of U.S. households with both landline and cell phones receive almost all of their phone calls on their mobile phone. That's 13.1 percent of all households in the United States. Combined with wireless-only households, 28.9 percent, or nearly 3 out of every 10 households, are reliant or almost completely dependent on cell phones. Now obviously Arbitron is aware of this problem. And, as they often tell us, coping with it is difficult and expensive. But what does it mean for these people to be - as a group - potentially stripped of qualification for your ratings? What does it mean for radio's effort to target younger audiences in particular? What does it mean when the 100 shares in your Arbitron rank don't include the one in four households who opt out of landlines?» Mark Ramsey

O problema de percepção da rádio - como resolver

«The perception of radio is bad. That's what has to be turned around first - and you do that by improving the product. Repackaged you-know-what is still you-know-what.
This is the end result of delivering poor product to young people for over a decade.
Radio used to be a soundtrack to popular culture. Today, radio, especially formats appealing to the young, aren’t even close.» (Radio Heard Fear, John Gorman, RBR.com, 4/05/08)