Paragon Study Finds the Kids
October 24, 2007 at 5:28 AM (PT)
In its latest defining study of Youth Radio and New Media Habits, PARAGON MEDIA STRATEGIES found both troubling and promising news for those interested in retaining and building the youthful consumer.
The study confirms previous research that found a large majority of respondents --- 73% in this case who say they spent the majority of their time listening to something other than radio (CDs, mp3s, iPODS and satellite radio.) iPODS are everywhere, as 78% of the respondents have them, and about half of them are listening to radio less because of it. Nevertheless, radio maintains 41% of the 14-24 demo's time listening to recorded music.
Also as expected, females 19-24 listen to radio significantly more than their male counterparts. The youngest male demos are the ones who have abandoned radio the most.
How to bring the young listeners back? The study affirms what its focus group study at the NAB concluded: Radio can attract more of these listeners by playing more new music -- especially music they like that radio isn't playing.
Read the study here.