Mark Kassof: Few 13-20s Name FM As #1 Music Source

Bad News From Younger Demos

New research from MARK KASSOF & CO. reveals that only 7% of 13-to-20-year-olds name FM radio as the device they use most to listen to music.

Cell phones/smartphones are their #1 music source, named by 41%; iPODS/MP3 players and PCs are also ahead of FM radio. When asked which device they use “second most” for music, FM scores higher, named by 19%. Even so, FM is only their #2 second source, behind PCs.

On the positive side, many 13-20s do use smartphones and PCs to listen to radio stations. Sixty-seven percent have listened to a radio station stream online and 16% say they’ve listened “often.” Forty-eight percent have listened on a cellphone or smartphone, 14% often.

These findings are based on 506 online interviews with 13-20-year-olds in the U.S., conducted from SEPTEMBER 12th-17th, 2014. In addition to their sources for music, the research also probed their perceptions of FM radio. Details are available at kassof.com.

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