Listeners 12-24 Prefer MP3 Players to Radio

The study interviewed 2000 persons 12-24 years of age and was done on a national platform. The project was part of a University of Southern California Media Lab analysis entitled How to Make Music Radio Appealing to the Next Generation.

The study makes several recommendations for radio to reconnect with young listeners, including:

• Add variety - more different types of music and different types of programming throughout each day.
• Reduce repetition
• Showcase much more new music
• Hire relateable personalities who can expose this age group to new music.
• Podcast your personalities, create blogs, eliminate the pre-recorded, imported automoton announcers.
• Completely embrace all of the technology available as extensions of the radio station.
• Re-think commercial loads, placement and production quality. For example, properly placed hour long sponsorships would enhance client brands and station image.
• Provide what the MP3 player cannot.

Source: Bridge Ratings