Radio Today/United Radio: "Radio Still Important To Teens"

[SPIKE NESMITH!]

http://www.radiotoday.co.uk/news.php?extend.3329

The number of youngsters listening to the radio is on the up, with digital technology helping to secure an audience for our industry, according to RadioCentre research realeased today. Digital technology and the choice it offers has a significant effect on how younger people perceive and consume the more established media, but far from being a threat, this report shows that digital technology is both increasing the availability of radio and helping to redefine its role in younger people’s lives. 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 per cent agreeing that “radio gives me ideas of what I want to load on my iPod/mp3 player”.