You Listen to the Radio Like it’s 2000
The changing landscape on how “the youth of today” listen to the radio is clearly evident in the recent study “Radio’s Future II: The 2010 American Youth Study”. In the report comparing media consumption of Americans age 12-24 of 2000 vs. 2010 found that radio listening time consumption plummeted 49.5%, or 79 minutes. What makes the findings even more surprising is that in 2000, listening to the radio was the top form of media consumption for Ages 12-24. However, in 2010, radio came in a distant third after internet and television.
Although listening to the local FM station may have dropped in importance, we do see an increase in this age group (especially 18-24) listening to online radio stations such as Pandora. This change in listenership has been witnessed by the industry. BIA/Kelsey predicts $459.3 million in revenues will come from digital and online radio in 2011, a jump in revenue of nearly 29%.