| Young people listen to radio most online1st July 2008 Research published by the Radio Advertising Bureau (RAB) into the listening habits of 15-24 year olds, called 'Radio and the Digital Native - How 15-24s are using radio – and what this tells us about the future of the medium', has found that this age-group listens to digital radio more than they listen via FM (an average of 23.7 hours via the Internet compared to 19 hours via FM), but most interesting of all is that young people listen to more radio via the Internet than they do via DAB:
This result is also interesting because the DAB industry invariably claims that DAB accounts for a lot more digital listening than the Internet does, so the fact that young people listen to radio via the Internet more than they do via DAB suggests that that different age groups prefer listening via different digital platforms, and if you broke listening down by age-group it's likely that younger age-groups prefer to listen via the Internet because they spend a lot of time on the Internet using social networking websites and so on, and older age-groups prefer listening via DAB because they're more accustomed to listening via traditional radio devices. Furthermore, this research used listening data from audience measurement body RAJAR, which only collects listening data for radio stations who sign up for its service, and this doesn't include Internet radio listening via the Internet radio portals, such as Shoutcast, or Internet radio services like AOL Radio, or personalised radio stations such as last.fm etc, so the actual amount of Internet radio listening could be significantly higher than these figures suggest. I find these results to be incredible, because up to now the BBC has broadcast twenty high-impact TV advertising campaigns telling people to listen via DAB, whereas because the BBC is extremely biased against using the Internet as a platform to distribute live radio, it has broadcast zero TV adverts for its Internet radio streams, and yet young people are still listening via the Internet more than they do via DAB. I think this is further evidence that shows that there is huge potential for growth in Internet radio listening if the BBC deigned to promote Internet radio on TV like it has done endlessly for DAB. But because the BBC is so biased against using the Internet for distributing live radio, the hypocrites will undoubtedly continue to push everyone to listen via DAB due to their incompetence in adopting the outdated and inefficient system.
| |||||||||||||||
Digg
del.icio.us
Reddit
Facebook
Google
Stumbleupon
Slashdot