Paragon
Releases Second Annual Youth Radio and New Media Study
Denver, CO - Radio
fortified its position as the medium of convenience 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 study quantifiably trends how the next generation of 25-54
year olds use radio and new media. We interviewed 409 respondents age 14-24 via
an online survey.
"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 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,” comments John Stevens, President & COO
/ Radio, Paragon Media Strategies.
Highlights:
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
substantially 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
Use and ownership of all New Media measured continues to
climb:
-
Video games up
10%
-
Cell phone ownership
up sharply
-
Watching webcasts
over the internet up
-
61% post audio or
video for others to watch/hear
-
86% going to social
networking sites…up nearly 20 percentage points from 2007
Answers to more
questions and all results of the Youth Radio and New Media study are now
online. Please visit our website. www.paragonmediastrategies.com