Radio Still Important to Young Listeners

June 18, 2008


Denver - Jun 18, 2008 - Radio has made a better showing in the latest Paragon Media Strategies study called the Second Annual Youth Radio & New Media Study. In 2008, radio stemmed the TSL erosion from the onslaught of new media documented in the Paragon Media Strategies 2007 study. This study quantifiably trends how the next generation of 25-54 year olds use radio and new media. The group interviewed 409 respondents ages 14-24 via an online survey.

The time spent listening in a typical week for the survey group increased in the categories ranging from 1 to 10 hours per week, with those reporting a weekly TSL of one to three hours climbing from 28 percent to 37 percent. Further, the overall results show that survey respondents are listening to radio more now than they have in the past.

Listening to Internet radio and CDs are holding steady for those who listen to radio less. That group is listening to portable media players and satellite radio more now.

Radio has a strong competitor when it comes to this group finding mew music. Radio comes in second (with a close tie to individual searches and friends) as the source of finding new music. The Internet is still the leading source of finding new music.

The survey also investigates HD Radio awareness, Internet radio awareness and more information. Access the complete report (registration required) at www.paragonmediastrategies.com.



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