'News: Research Shows Young People Spend Less Time Listening To Radio' by Grant Goddard
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News story about newly published market research demonstrating that young people in the UK are spending less leisure time listening to radio, written by Grant Goddard in December 2004 for The Radio Magazine.
![News: Research Shows Young People Spend Less Time Listening To Radio page 2
©2004 Grant Goddard
Radio is losing out to computer games, according to new European research
into the leisure habits of young males. The survey found that radio and print
suffered the most when time spent playing games increased. The prime time
for gamers was found to be between 2000 and 2200, also the hours when
television attracts its largest audience. The research was conducted amongst
500 'average' and 'frequent' male gamers, with an average age of 21, from 22
European countries, and was commissioned by games advertising agency
Down Under Ingame Advertising. The data is broadly in line with comparable
research in the US.
The threat to traditional broadcast media from computer-based leisure activity
was similarly highlighted in new data from JupiterResearch which found that
16% of European internet users had reduced the time they spent listening to
radio since they started to use the internet. The 15 to 24 age group had
reduced their consumption of radio and TV the most, particularly those with
broadband access. “This has big implications for TV, newspapers and radio,”
said the report’s author Olivier Beauvillian.
A survey of British children found that radio was a long way down the list of
media they mentioned, and some failed to mention radio at all. The annual
Childwise Monitor research found that fewer children have their own radio
(75%) than have their own CD player (82%). Their favourite national radio
station is BBC Radio One, while the second favourite of five to ten year olds is
BBC Radio Two, a reflection of their parents’ usage. One in six children aged
five to sixteen say they use internet radio, and listening increases sharply
around the age of thirteen. 30% of thirteen and fourteen-year olds log on to
internet radio, divided almost evenly between boys and girls.
[First published in 'The Radio Magazine' as 'Radio Loses Appeal To Kids', #665, 8 January 2005]
Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of
experience in the broadcasting industry, having held senior management and consultancy
roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at
http://www.grantgoddard.co.uk](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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'News: Research Shows Young People Spend Less Time Listening To Radio' by Grant Goddard
- 1. NEWS: RESEARCH SHOWS YOUNG PEOPLE SPEND LESS TIME LISTENING TO RADIO by GRANT GODDARD www.grantgoddard.co.uk December 2004
- 2. News: Research Shows Young People Spend Less Time Listening To Radio page 2 ©2004 Grant Goddard Radio is losing out to computer games, according to new European research into the leisure habits of young males. The survey found that radio and print suffered the most when time spent playing games increased. The prime time for gamers was found to be between 2000 and 2200, also the hours when television attracts its largest audience. The research was conducted amongst 500 'average' and 'frequent' male gamers, with an average age of 21, from 22 European countries, and was commissioned by games advertising agency Down Under Ingame Advertising. The data is broadly in line with comparable research in the US. The threat to traditional broadcast media from computer-based leisure activity was similarly highlighted in new data from JupiterResearch which found that 16% of European internet users had reduced the time they spent listening to radio since they started to use the internet. The 15 to 24 age group had reduced their consumption of radio and TV the most, particularly those with broadband access. “This has big implications for TV, newspapers and radio,” said the report’s author Olivier Beauvillian. A survey of British children found that radio was a long way down the list of media they mentioned, and some failed to mention radio at all. The annual Childwise Monitor research found that fewer children have their own radio (75%) than have their own CD player (82%). Their favourite national radio station is BBC Radio One, while the second favourite of five to ten year olds is BBC Radio Two, a reflection of their parents’ usage. One in six children aged five to sixteen say they use internet radio, and listening increases sharply around the age of thirteen. 30% of thirteen and fourteen-year olds log on to internet radio, divided almost evenly between boys and girls. [First published in 'The Radio Magazine' as 'Radio Loses Appeal To Kids', #665, 8 January 2005] Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of experience in the broadcasting industry, having held senior management and consultancy roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at http://www.grantgoddard.co.uk