NEW YORK (AdAge.com) -- Radio has been right behind newspapers as the old-school medium most adversely affected by digital developments. New research, however, shows that radio is actually gaining audience, even in spite of its closest competitor, the iPod.
A recent online study from Paragon Research polling more than 400 14- to 24-year-olds about their music-consumption habits found that the youth demo has increased its time spent listening to radio 11% this year, while its time spent listening to iPods has actually decreased 13%. The study coincides with the Radio Advertising Bureau's annual RADAR report, which shows that AM/FM radio listeners increased by 3 million in 2008, bringing the number of weekly radio listeners to 235 million.
Do you agree with the AdAge interpretation of the data? I don't.
1 comments:
Here's what I'd like to know in addition:
1) A previous post said they polled 400 people. How geographically have they conducted this sample? I think certain regions, or demographics, would not represent the whole, so we don't know.
2) Out of those who said they listened to Radio, how many actually meant mostly "Internet Radio"? If a good amount, then "terrestrial" radio would be on an even further decline than the slide leads to believe.
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