Paragon Blogs, 'Millennials 10 Years Later: Radio Still Doesn’t Care'
December 6, 2016 at 4:16 AM (PT)
"In 2006, the NATIONAL ASSOCIATION OF BROADCASTERS commissioned PARAGON to study the newest generation of radio listeners, dubbed Millennials," writes PARAGON in its latest blog post. “Millennials was a quaint term at the time, along with other terms in the study from 10 years ago, including 'mp3 players,' 'iPODS' and 'MYSPACE.' The download generation was still a toddler. Only one third of our Millennials downloaded video, and only one half had downloaded music onto personal devices. But, as much as the devices and terms have changed since 2006, Millennials' radio desires remain unchanged. Also unchanged is radio’s shocking lack of response to the wants and needs of younger listeners.
"Here are the major findings and our recommendations from 2006:
- Radio is a default medium based heavily on convenience. Should other media appear as convenient as radio, especially in the car, radio listening among these young people would be seriously jeopardized.
- Engage youth with more compelling content to rise above the convenience factor.
- Push your radio programming wherever audio can go. Serve it up when, where and how they can listen.
- Radio must aggressively pursue listeners under 25.
- New formats, fresh approaches, mold-breaking approaches required.
- Improved business models needed to integrate new media revenue streams with traditional advertising.
- Millennials are screaming for radio that is for them, not their parents."
So where does PARAGON think radio is now? Check out the post here.