Radio Trends - Kaiser Report

The Kaiser Family Foundation's latest study indicates youth are using media more than ever before with some interesting math shown for radio consumption.

From the study:

• radios are the most common type of media found in a young person’s bedroom.
• 94% of youth surveyed in 2009 said that they lived in homes with at least one radio
• There are (on average) 2.5 radios in the home of an 8 to 18-year-old
• 75% of youth surveyed have a radio in their bedroom
• 55% of young people surveyed in 2009 listened to music over the radio in a typical day
• 48% who reported listening to music on an iPod/mp3 player
• 43% saying they listened to music on a computer (including Internet radio)
• the average time spent listening to a radio was 56 minutes a day
• The average amount of time that young people listen to music daily is 2 hours, 19 minutes.
• iPod/mp3 player comprises the largest portion of the listening pie at 41 minutes.
• Radio 32 minutes (tied with computer listening via iTunes/Internet radio).

While the report points to considerable access to radio, youth are less prone to investing time in listening to radio.  It's interesting to note the proliferation of cell phones among young people and the amount of time spent consuming music on a phone.  As the number of applications for smart phones only continues to grow, we can only assume more and more time will be spent using the devices.  For radio, this means distribution has to match audience proclivities.  While this generation has access to radio at home, in the car, etc., radio has a responsibility to deliver content to where the audience actually exists. 

Music consumption, according to the study, remains on a growth curve.  The methods of consumption and the devices used, continue to change and adapt.  Broadband internet connection is assumed in the household and the expansion of hi-speed mobility connections means unbridled access to content wherever the user is located.  Radio's toughest days may still be ahead. 

In a presentation made by Gerd Leonhard, he offers:

    Content is King...

    Portability of Content is King Kong...

    Service is Godzilla!

Radio needs to be where the consumer gathers...with content that is relevant and engaging.  With the increased competition available through fast and portable internet connections, radio's franchise is still local...but has to take advantage of global distribution.  Monetizing the effort will require proof among advertisers that the product is being used.  To date, radio has been content to measure its performance internally (radio station to radio station).  Perhaps what's required is a method to measure the audience and how they spend their time...and adjust content and delivery to fill the gaps.

The full Kaiser report is available HERE.