Bridge Ratings: Youths Prefer MP3 Players Over Radio

According to a BRIDGE RATINGS study released this week, 12-24 year olds, if given a choice, would choose their MP3 players over traditional radio. The study interviewed 2000 persons 12-24 years of age and was done on a national platform. The project was part of a UUNIVERSITY OF SOUTHERN CALIFORNIA MEDIA LAB analysis entitled "How to Make Music Radio Appealing to the Next Generation." 

Some findings at the core of the study included the following: 

-- 85% of the total sample would choose their MP3 player over traditional radio as their preferred option for music.

 -- For music listening, the Internet is preferred over traditional radio. 

-- MP3 use far out-paces radio use. 

-- When given a choice between listening to music over the Internet or traditional radio stations, 54% prefer the Internet while 30% prefer radio. This preference is more pronounced among 18-24 year olds. 

For more information, visit www.bridgeratings.com.

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