Radio and Youth

This study shows positive news about radio listening habits among the younger generations:

Radio Strengthens Its Standing Among Younger Listeners

Radio fortified its position as the medium of convenience among teens and young adults in Paragon Media Strategies' Second Annual Youth Radio & New Media Study. In 2008, Radio stemmed the TSL erosion from the onslaught of new media documented in Paragon Media Strategies' 2007 study.

"This year's results of this on-going study can be considered great news for Radio, which hasn't had a lot to celebrate lately with younger demos. 14-to-24-year-old TSL (time spent listening) to Radio is up and Radio continues to dominate in-car music listening. More younger listeners say they are listening to Radio 'more' than 'less,' and that is a significant change from a year ago," commented John Stevens, President & COO/Radio, Paragon Media Strategies.

Highlights of the study

Key indicators up for Radio.
-- Time Spent Listening (TSL) increased in 2008.
-- Although a majority listens to music from sources other than Radio, the percentage who list Radio as their primary source of recorded music rebounded sharply in 2008.
-- More people say they're listening to radio "More" than "Less," which is a reversal from 2007.

In-car listening spearheads the increase in Radio TSL.
-- Radio clearly dominates in-car music delivery with a substantial lead over CDs and iPod/ portable MP3 players.

iPods and portable MP3 ownership and use is up this year.
-- The number of songs on respondents' iPods and the number of customized CDs they own has plateaued.
-- While iPod use has a negative impact on Radio TSL, the effect was somewhat muted this year.

Music is Radio's main draw for 14-to-24-year-olds.
-- Getting turned on to new and different music as well as the variety of music Radio offers are the primary reasons for listening to Radio.
-- Radio challenges the Internet as the primary way to find out about new music.
-- Respondents' desire for more new music on the Radio increased in 2008.
-- Radio website usage is up this year.

(Source: Paragon Media Strategies, 06/17/08)

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