April 1, 2011 by adfed
Youth Still Grooves to Local DJ’s
America’s youth, 12 - 24 years old, are still rockin’ it with the Radio on. Even with all the new shiny gadgets, and tons of distraction, teens and young adults are still being pulled into the medium. Radio still plays an important role in what they choose to listen to. Check out the recent finding from the Edison Youth Study:
– 80.2% of 12-24 year-olds listen to AM/FM Radio to hear their favorite songs;
– 71.9% listen to learn about new songs;
– 66.0% listen to find out what the popular songs are
Radio is the leading source for new music discovery among 12-24 year-olds.
- 88.2% discover new music listening to the radio (50.6% frequently; 37.6% sometimes)
- 72.2% — YouTube
- 64.7% — Music featured on TV shows
- 61.7% — Music video channels
- 58.8% — Social networking sites (MySpace, Facebook)
- 41.6% — Internet radio stations (Pandora, Last.fm, Yahoo Music)
- 35.7% — streaming AM/FM radio online
Radio is also the top medium to first hear about upcoming concerts (which respondents attended), at 16.9% — far ahead of #2 social network sites (10.2%). Word-of mouth (friends, family, coworkers) are the leading source of news about concerts, at 43.5%.
Including AM/FM Radio, streamed AM/FM, and Internet-only stations, 12-24s spend over 1 day per week (24 Hours 23 Minutes) listening to Radio.
The average household with a member in the 12-24 age group has 3 Radios (not including Radios in vehicles driven by the household).
Nearly half (46.7%) of 12-24s listen to radio in places other than the car. One-third agreed somewhat to the statement that they listen to AM/FM Radio only in their cars, with another 20% agreeing strongly that in-car listening is their only venue for AM/FM tune-in.
“We were pleased to have Edison Research findings revealed at the Radio Show, and excited about the continuing prominence of over-the-air radio in the lives of 12-24 year olds,” stated Jeff Haley, President and CEO of the Radio Advertising Bureau. “Radio retains its position as the number one source of music discovery and its leadership in time spent with all forms of audio entertainment. The Edison study highlights important trends in social media and new forms of audio that I’m confident will be a source of inspiration and innovation by smart broadcasters everywhere.”
(Source: From the American Youth Study 2010, by Edison Research, 09/29/10)