RESEARCH: Radio and the digital native
Provided by Radiocentre
How 15-24s are using radio - and what this research tells us about the future of the medium.
Tell us about the Opportunity / What is it?
Digital technology, and the choice it offers, is having a significant effect on how younger people perceive and consume the more established media.
In the case of radio all the data suggests that far from being a threat,digital technology is increasing distribution and helping to redefine the role for the medium in younger people's lives. Some key facts to note are that 88% (7 million) 15-24 year olds tune into the medium every week (RAJAR Q3 2007), and 72% of these claim that radio is a part of their daily routine. Please see the results attached for more details Find out more...
What is the Marketing Objective?
To research into the threat of digital technology on the medium of radio and to demonstrate through the data how the number of 15-24s regularly listening to the radio is increasing, and the particular importance of Commercial Radio in attracting these younger audiences. The data suggests that 15-24 year olds are more likely than any other age group to listen to radio through a digital platform, and those that who do listen for longer