Survey: Terrestrial Radio Still On Top For New Music Discovery
July 24, 2006 at 5:57 AM (PT)
According to a survey by BRIDGE RATINGS of 2500 people aged 12-54, 45% of the sample mentioned terrestrial radio as their primary destination for discovering new music, over Internet Radio and peer-to-peer sharing networks.
"As far as new music discover, teens have a stronger affinity for On-line virtual community networks and P2P trading than other demographics do," said BRIDGE RATINGS President DAVE VAN DYKE. "But, a significant number of teens (38%) still discover through their current-based terrestrial stations."
VAN DYKE added, "Internet radio did not show as well as we might have expected. Overall only 13% for the sample used Internet radio in this way. Among all age groups, 18-34 year olds used Internet radio more often for new music discovery -- but less than 1 in 5 do so.
Referencing a similar study last year, "Internet radio scored much better among all consumers in the study (27%) but the expanding satisfaction and use among youth with sites such as MYSPACE and NAPSTER, has cut significantly into the importance this age group places on Internet radio as a source for new music discovery and filtering.
"This study represents further proof that terrestrial radio's current-based radio stations should continue to be proactive with exposing and identifying new music," concluded VAN DYKE. To see more, including a visual breakdown of this survey, go to BridgeRatings.com.