3.0.1 "A geração iPod"

A geração iPod quer rádios diferentes

O iPod é um fenómeno de tal maneira expressivo que já aglutina outro tipo de expressões. Uma delas é "geração iPod", expressão que retrata os jovens que estão a aderir em massa a este LAD da Apple, mas também a leitores de outras marcas (mais baratos e por vezes com maior capacidade, mas sem aquela "griffe"...). Mas geração iPod retrata de uma forma mais ampla a ligação aos telemóveis, uma geração tech (computadores e internet), que parece estar menos disposta a ouvir rádio (e a ler jornais...).

Na Europa e nos Estados Unidos começa a perceber-se que há gente preocupada com isso.

Neste texto sistematizei algumas informações que me foram chegando (é um texto em construção). Duas ideias:

- os aparelhos de rádio têm de mudar, integrando mais funcionalidades (da mesma forma que a rádio tem de convergir com outros aparelhos);

- a música está mais ameaçada;

A realidade da internet e a juventude (EUA)

"A new Pew study reports that more than half of online teens have created content for the internet. They do it as a means of expression, and they gravitate towards those sites which showcase that expression and reward them in a meaningful way.

What is your station doing to invite meaningful listener collaboration?"

Do relatório:

"American teenagers today are utilizing the interactive capabilities of the internet as they create and share their own media creations. Fully half of all teens and 57% of teens who use the internet could be considered Content Creators. They have created a blog or webpage, posted original artwork, photography, stories or videos online or remixed online content into their own new creations.

Teens are often much more enthusiastic authors and readers of blogs than their adult counterparts. Teen bloggers, led by older girls, are a major part of this tech-savvy cohort. Teen bloggers are more fervent internet users than non-bloggers and have more experience with almost every online activity in the survey.

Teens continue to actively download music and video from the internet and have used multiple sources to get their files. Those who get music files online believe it is unrealistic to expect people to self-regulate and avoid free downloading and file-sharing altogether. "

Os jovens são negligenciados na medição das audiências

"The future of radio depends on companies and stations that make an effort to reach young listeners. As we know, new technology – cell phones, mp3 players, videogames, the Internet – compete for eyes and ears. It is critically important that Arbitron speed up its plans and strategy development for surveying young listeners."

(porque têm telemóveis e os telemóveis não fazem parte da metodologia de inquirição, apenas os fixos)

Os jovens preferem o MP3 à rádio

Alguns excertos deste texto: 

"A whopping 85 percent of music listeners between the ages of 12 and 24 would rather listen to their MP3 players than to terrestrial radio broadcasts, according to a recent finding by Bridge Ratings.

The report, titled “How to Make Music Radio Appealing to the Next Generation,” polled 2,000 younger listeners across the United States. Survey participants all grew up with the internet, which included easy availability to music in digital formats.

While it appears that the next generation has responded negatively to traditional radio, the reasons are rooted in radio’s abandonment of the 12-24 year old over the last 10 years,” explained Bridge Ratings president David Van Dyke to Mediaweek. "

Mais aqui e aqui.

Perder os ouvintes mais novos

Aqueles que fazem a rádio, seja como proprietários, directores, produtores ou consultores, começam a preocupar-se com a perda dos ouvintes mais jovens, sobretudo na área musical, e com o alargamento da concorrência a outras faixas etárias.
Esta citação de Gui Zapoleon, consultor e estratega do negócio da rádio nos EUA, não deixa margem para dúvidas:
"It’s time broadcasters got back to addressing the needs of the listener, make programming/marketing a much bigger line item in the budget, and concentrate on brainstorming unique ways to make this medium exciting and innovative again. If we have any hope of attracting under-30 listeners who have fallen in love with their iPod and the Internet, we are going to need to "re-launch" radio and stock it full of more compelling content and talent, or we face a bleak future for the industry we all love.

Importante: Os jovens perdem o hábito da rádio

"Youth Prefer The Internet over Radio"

According to a Yahoo survey, young people prefer the internet and mobile phones over radio by a clear margin. And young people also prefer to personalize/customize their media platforms and choices.

This trend is going to be one of the greatest challengers to terrestrial broadcasters, whose operating model can perhaps be best described as "one size fits all." How do they accomodate the next generation who will demand the widest possible choice and "user options" in their audio and video media?

Hint: it won’t be easy for terrestrial broadcasters to adapt to this changed landscape. And the popularity of mobile phones among the young is just another indication that cell phones are going to be the dominant delivery platform for audio in the future."

Do estudo:
There are two notable findings in the survey:
The Internet has surpassed radio as the preferred medium for music among youth in all countries. This preference is especially pronounced outside the United States. Specifically, among American youth, 47 percent prefer the Internet for music compared to 27 percent that prefer the radio. In many other countries, about 60 percent of youth prefer the Internet for music compared to 20 percent that prefer the radio.
Listening to music no longer means merely tuning in to the radio or buying CDs. Young people create music experiences for themselves that are highly personalized. Music downloading, custom playlists, and podcasting allow youth to listen to music on their own terms. And, they can continuously modify their playlists to suit their moods for the day or the activities in which they are participating.

Esta malta vai ouvir rádio?

Segundo o relatório da mobileYouth 2005, os consumidores de 18 a 24 anos representam 80% do total de receitas de música no telemóvel no mercado britânico (Obercom): "segundo o relatório da mobileYouth 2005, os consumidores de 18 a 24 anos representam 80% do total de receitas de música no telemóvel no mercado britânico (...). On average, young people in the UK spend about £1.08 a month on music downloads with the figure set to almost double to £1.96 by 2007."

fonte: Young people spend £165m a year on mobile music, 16-05-2005 11:37 AM

O impacto do iPod na juventude

 

"It's a good reason never to grow up," said Cary Silvers, vice president for consumer trends at Roper Youth Report, a nationwide poll from NOP World, a consumer research firm, which recently found that 18 percent of boys aged 13 to 17 surveyed owned an MP3 player, and that 37 percent owned a DVD player. But only 10 percent of the teenagers had a job, and on average they netted only $29 a week. (...)IT is no secret that Apple's sleek iPod, costing $99 to $449, has become, to the American teenager, a de rigueur fashion item, not just a handy gadget. "The iPod blew up the category," said Sharon Lee, a founder of Look-Look Inc., a company in Hollywood that tracks teenage consumer behavior. Not only did Apple's MP3 player "open a category that just didn't exist before," she said; it changed the way teenagers thought about gadgetry. But the iPod is not the only object of great desire. "In the last couple of years, there seems to be a shift in badge items," said Michael Wood, a vice president at Teenage Research Unlimited in Northbrook, Ill., which tracks youth buying patterns for more than 150 companies. "Whereas in the past it was an expensive pair of shoes or jeans - something on the fashion side - today the excitement and buzz is really around technology." (...) Melea Smith, of Naperville, Ill., explained why she caved in to demands by her daughter, 18, and her two older sons to supply them with the obligatory cellphones. "My kids' friends were pestering me, saying: 'What are you doing? They have to have cellphones,' " she said. "It's not that it's the cool thing. It's the must-have thing." Ms. Smith's daughter, Sarah Ross, also acquired an iPod recently. ("In one of my classes someone had one," said Sarah, a senior in high school. She recalled looking it over "for a half an hour" one day.) Next she needed a new laptop to go along with her iPod. "She was bugging me and bugging me," Ms. Smith said. "It's always the argument that she would be a better student, she could take it anywhere, she could take it to the library," Ms. Smith explained with a chuckle. "You see how it goes." (...).

fonte: New York Times, 'But I Neeeeeed It!' She Suggested, By ALEX WILLIAMS, Published: May 29, 2005