How does it work - PowerPoint by 2m18Zj

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									RADIO and the
DIGITAL NATIVE




How 15-24s are using radio and what
this tells us about the future of the
medium
Digital Natives have grown up with
digital media alternatives
Radio and the Digital Native


• The scale of radio listening amongst younger
  people
• The effect of new radio platforms
• Attitudes of Digital Natives towards radio
• How the iPod is enhancing the relevance of radio
      Radio is one of the top media activities




% of 15-24s who use once a week or more
Source: The Big Listen; *= RAJAR Q3 2007
     The 15-24 radio audience is increasing




Weekly reach of 15-24 year olds by quarter for all radio
Source: RAJAR
     Commercial Radio is strongest for
     younger audiences




Proportion of total hours listened by age group
Source: RAJAR Q3 2007
  The effect of new radio platforms


   DAB

   22%                DTV

                      80%

                                  Broadband
Mobile
                                  50%
70%
      New platforms mean more listening




Average hours listened per week
Source: RAJAR Q3 2007
      Commercial Radio wins in the digital
      world




Share of total audience, base: Adults 15+
Source: RAJAR Q3 2007
Attitudes of Digital Natives to radio
   Radio plays an emotional role in the
   lives of Digital Natives




“Keeps me company” – 15-24s                       “Like a friend to me” - 15-24s
Source: The Big Listen                            Source: The Big Listen




                         “Trustworthy” - 15-24s
                         Source: The Big Listen
How the iPod is enhancing the
relevance of radio
      Radio is the top source for new music




“The first place I discover new music ...” Base: 15-24 adults
Source: The Big Listen
  Radio and iPods play complementary roles


    Discover and engage     Recover and escape




Source: Radar Consulting
Summary
Radio and the Digital Native

• Digital technology is increasing distribution and
  redefining the role for radio for younger people:

   – 88% (7 million) 15-24s tune in weekly, and are more
     likely to choose Commercial Radio over the BBC

   – They are more likely to listen via a digital platform,
     and those that do listen for longer

   – 15-24s have very positive attitudes towards radio

   – The iPod is complementary not competitive technology
Radio and the Digital Native
Conclusion



• Digital technology is enhancing the relevance of
  radio for younger audiences and therefore is
  helping to build a secure future for the medium
THANK YOU

								
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