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Radio still a hit with younger audience

Radio still a hit with younger audience

Despite the plethora of media now available to younger people (15-24 year olds), the scale of radio listening amongst this demographic remains extraordinarily strong, according to new findings from the RadioCentre.

Some  88% (7 million) of 15-24 year olds tune into the medium every week (RAJAR Q4 2007), and 72%, according to RadioCentre research, of this age group claim that radio is a part of their daily routine.

Audience trend data demonstrates that the younger audience regularly listening to radio is actually increasing and that they are more likely to listen to commercial stations than to the BBC whose listeners are biased to the older age groups.

In today’s multimedia world, it is now possible to listen to radio on a far larger selection of platforms – notably DAB radio sets, digital TV,  mobile phones and online.  "Digital Natives" are more likely than any other age group to listen to radio through a digital platform, and those that do listen for longer.

The Digital Natives also have highly positive attitudes towards radio, especially in comparison to other media, suggesting a strong emotional role for the medium in their lives.  For example, they are more likely to describe radio as trustworthy than any other medium.

The role of the iPod in younger people’s lives is also enhancing the relevance of radio and is seen by them as a complementary technology.  Whilst the devices could be seen as competing for “share of ear”, the portability of both radio and mp3 devices means that there is more listening time available.

In addition, radio is still the top source for discovering new music amongst 15-24 year olds with 69% agreeing that “radio gives me ideas of what I want to load on my iPod/mp3 player”.

Chief executive of RadioCentre, Andrew Harrison, said, “We repeatedly hear the claims that this demographic is too busy to listen to the radio but  RAJAR and our own research says otherwise -  digital technology is enhancing the relevance of radio, particularly Commercial Radio, for younger audiences and is helping to build a secure future for the medium.”

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