Male Demos And Getting NEWS Via "Radio"
June 3, 2013
We have been showing, each week in this space, more and more evidence of just how quickly the digital/smartphone lifestyle has taken hold with adults.Â All of our data comes from NuVoodoo’s 2013 national study of radio listeners 18-54 who agreed to do radio research for money.Â And all of it points in the same digital-rush direction.Â Very large fast-growing segments of every demo are now doing it all digitally.Â Among 18-34’s, the transition is moving particularly quickly.Â Only among Men 45-54 have we found slower growth.
In the preceding two weeks, we focused on music listening.Â We saw, as expected, that both men and, dramatically, women, spend more time with music overall as the demos get younger.Â But their radio music TSL does not mirror this trend.Â 18-24’s do not listen longer to music on the radio than do 45-54’s.Â
Now let’s take a look at consumption of news.Â Who is getting it from the radio, and with what kind of time spent?Â First the men, and next week the women.
News, of course, is fundamentally different from music.Â Demand for traditional “news” has had the same older demographic skew as not-yet-digital lifestyle does now.Â So the older end still looks healthy for radio news, and the younger end never really did.Â So the good news, on the news front, is that news may be a case where radio’s traditional brands and positions will hold up well for a good while.Â But meanwhile, in the online/digital age, “news” has been redefined as “whatever I care about,” and every individual is now a news consumer.Â Now, those now-young folks are still a decade or two from consuming a lot of traditional “hard” news.Â But ultimately, the generation that lives and dies digitally will keep going digital for harder news as they age, and we should be right there when they want it.Â
What this means to you
Within the past few years, the world has changed.Â Living on one’s device is a very, very real phenomenon.
It is imperative for Radio to fully grasp the impact of this dramatic and rapid shift.Â And not merely in terms of putting our audio products on the best possible digital platforms.Â The very clear implication of the all the data is that the smartphone or tablet is where the eyeballs are, and where more eyeballs are heading fast.Â Where an awful lot of savvy advertisers who have digital products put their marketing muscle.Â
Radio, on the other hand, is a digital product â€¦ in a quickly-digitizing world â€¦ that advertises to its listeners primarily via â€¦ non-digital traditional media.Â What’s wrong with this picture?