Radio's Future II:
The 2010 American Youth Study




                   Sponsored by:
Recommendations to Radio from the
     2000 "American Youth Study"
Send stations after these demos or watch
them fade away...
How the 2010 Survey Was Conducted:
A sequel to Edison Research's survey from 2000,
"Radio's Future: Today's 12 to 24 year-...
What you will see today:

The impact of an incredible decade of
media transformation
The extraordinary resilience of radio...
Remember the halcyon days of the
             Internet Bubble leading into 2000?
                      They aren't here an...
The Cell Phone:



   The most influential
driver of changed habits
The cell phone goes from
  somewhat rare device to must-have
     among 12-24s in ten years time
          "Do you have yo...
More than four-in-ten 12-24s
                                  who carry cell phones say
                                 ...
12-24 year old cell users engage in a
     broad variety of behaviors on phones;
     'Radio' streams narrowly trail Pando...
Today's 12-24s own a broad
                       variety of devices -- most of
                   which did not even exis...
Radio:


Good News and Bad News
In 2000, 12-24s self-reported one hour
           per day on Internet; 2:43 on radio
          "In the last 24 hours, appr...
Ten years later, teens and young
            adults report nearly three hours per
            day on Internet and much les...
Radio is one of only three options with a
                   'net more' among 12-24s; along with
                    Inter...
If 'Schadenfreude' helps:
                               Hey, you could be working in
                                   t...
Radio remains the leading source
                           for learning about new music
     "How often do you learn     ...
Radio streams are referenced
                       by more than one-third of 12-24s
                            as a sour...
Radio's strengths: Hits, New Music,
                     to know what's popular; and a
                       majority do ...
Also the concert industry -- once
         seen as the great hope of music --
        has been whacked by the economy
 "Ap...
Radio tops social media as
                           source for concert information
  "Of those concerts you attended, wh...
12-24s report vastly fewer physical
           CDs purchased; even the 'cohort'
             members have dropped by 62%
 ...
Soundscan, tracking all ages, shows
           the dramatic drops in album sales
1000
                                    ...
With the advent of devices, 'stores'
                   and broadband, way more
                 12-24s now download music...
Many of our young
                                   respondents were happy to
                                report thei...
In the last decade, Radio has lost its
             edge as the most prevalent activity
                in the morning for...
Radio remains the top choice for
                      22-34s, but Internet and TV have
                             nearl...
Television has passed Radio as the
'most used' in the morning among 12-24s
                             "Which do you do m...
Over ten years, this cohort still
                             uses Radio most in the mornings
                           ...
Biggest reason they don't listen
                                 more hasn't changed one bit:
                           ...
Interestingly, today's 12-24s are less
               likely to say that they aren't hearing
                     the musi...
In these job-challenged days --
                      why do so few young people think
                       Radio DJ sou...
Social Networking:



An Entire New Form
 of Media Emerges
Three-quarters of 12-24s use
                          Facebook at least occasionally;
                                   ...
Facebook appears unstoppable
   "Compared to one year ago, are you spending more, less or the same amount of time using......
Communication between listener
              and radio station via modern
         means is still in development stage
"Ha...
Music Trends:



 Some things change;
One thing stays exactly
      the same
Top 40 is ascendent in the
                   last decade while both
     Contemporary Rock formats are halved
           ...
Today's 22-34s have grown
                                            away from Rap and Rock; into
                       ...
What are your five favorite
                              musical artists or group?
                                      ...
The Big Threat:
One-in-three 12-24s have tried Pandora
   "Have you ever listened to the Internet-only radio station called Pandora?"




...
Pandora has a self-reported 13%
         weekly cume, more than all other
   Internet and AM/FM streams combined
   40
   ...
Pandora's most 'non-radio' aspects
                    (create stations and skip songs)
                             are i...
Our Next Steps:




Radio Innovations
One-third of 12-24s say that putting
                an FM tuner on their cell phones
                    would lead to mo...
There is significant interest in a
           Radio TiVo type of radio application
         "Suppose the vehicle you are i...
Today's 12-24s are only slightly more
likely to have visited a Radio Station site;
  the 'cohort' does show increased usag...
After all these years and all the radio
        commercials, only four-in-ten 12-24s
                 have even heard of H...
Recommendations to Radio from the
      2010 "American Youth Study"
Send more stations after these demos or
watch them fad...
Edison research american_youth_study_radios_future
Upcoming SlideShare
Loading in...5
×

Edison research american_youth_study_radios_future

1,045

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,045
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
23
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Edison research american_youth_study_radios_future

  1. 1. Radio's Future II: The 2010 American Youth Study Sponsored by:
  2. 2. Recommendations to Radio from the 2000 "American Youth Study" Send stations after these demos or watch them fade away Co-opt Internet audio or lose it Just like Cable TV to Broadcast Explore co-branded side channels Consider industry advertising a la "Got Milk" Recruit young people -- we can't just depend on them showing up any longer
  3. 3. How the 2010 Survey Was Conducted: A sequel to Edison Research's survey from 2000, "Radio's Future: Today's 12 to 24 year-olds" 1533 interviews nationwide 875 interviews age 12-24 (demo) 888 interviews age 22-34 (cohort) Online survey of respondents ages 12 to 34 employing "KnowledgePanel" from Knowledge Networks Interviews conducted 9/8 - 9/13, 2010 Data matched to national age and sex demographics
  4. 4. What you will see today: The impact of an incredible decade of media transformation The extraordinary resilience of radio And -- the challenges radio faces
  5. 5. Remember the halcyon days of the Internet Bubble leading into 2000? They aren't here anymore "Which best describes your spending over the past twelve months on discretionary expenses, such as entertainment, recreation, or leisure items?" Have significantly cut back 27% 37% Have cut back a little Spending significantly more 3% 6% Spending a little more 27% Have not changed spending on discretionary expenses Base: Age 12-24
  6. 6. The Cell Phone: The most influential driver of changed habits
  7. 7. The cell phone goes from somewhat rare device to must-have among 12-24s in ten years time "Do you have your own cell phone?" 2000: 12-24s 2010: 12-24s Yes Yes 29% 81% No No 19% 71%
  8. 8. More than four-in-ten 12-24s who carry cell phones say theirs is a 'Smart Phone' "Is your cell phone also a smart phone? (It has advanced capabilities beyond a typical mobile phone — such as the ability to send and receive email, access the Internet, listen to audio and watch video, and download apps)" Yes 43% Don't know 5% No 52% Base: Age 12-24 and have own cell phone
  9. 9. 12-24 year old cell users engage in a broad variety of behaviors on phones; 'Radio' streams narrowly trail Pandora "Do you ever (item) on your cell phone?" Send or receive text messages 92 Browse the Internet 51 Play games 50 Use social networking sites such as Facebook or Twitter 45 Listen to music you have transferred/downloaded onto the phone 40 Watch video 37 Listen to Internet-only radio such as Pandora 18 Listen to the stream of any FM or AM radio stations 16 0 20 40 60 80 100 Base: Age 12-24 and have own cell phone % ever doing each activity
  10. 10. Today's 12-24s own a broad variety of devices -- most of which did not even exist in 2000 "Do you have your own...?" Cell phone 81 Laptop computer 56 Apple iPod 46 Portable MP3 player other than Apple iPod 35 Apple iPhone 7 Apple iPad 3 Portable hand-held book reader such as Amazon Kindle 2 0 20 40 60 80 100 % owning device Base: Age 12-24
  11. 11. Radio: Good News and Bad News
  12. 12. In 2000, 12-24s self-reported one hour per day on Internet; 2:43 on radio "In the last 24 hours, approximately how much time did you spend...?" 0:59 On the Internet 0 2:37 Watching television 0 2:43 Listening to the radio 0 0:42 Playing video games 0 1:44 Talking on the telephone 0 0:24 Reading magazines 0 2000: 12-24s 0:17 Reading newspapers 0 hours:minutes
  13. 13. Ten years later, teens and young adults report nearly three hours per day on Internet and much less radio "In the last 24 hours, approximately how much time did you spend...?" 0:59 On the Internet 32:52 2:37 Watching television 32:47 2:43 Listening to the radio 1 1:24 0:42 Playing video games 1 1:10 1:44 Talking on the telephone 1 1:04 0:24 Reading magazines 0 0:11 2000: 12-24s 0:17 2010: 12-24s Reading newspapers 00:08 hours:minutes
  14. 14. Radio is one of only three options with a 'net more' among 12-24s; along with Internet and surprisingly, telephone "Compared to one year ago, are you spending more, less or the same amount of time...?" Don't Know/ More Same Less NA On the Internet 48 36 14 2 Watching television 18 44 35 2 Listening to the radio 27 43 22 7 Playing video games 19 35 30 16 Talking on the telephone 28 45 23 4 Reading magazines 10 45 23 22 Reading newspapers 10 46 17 27 Going to concerts 9 33 17 40 Going to movies 20 40 28 12 0 20 40 60 80 100 Base: Age 12-24
  15. 15. If 'Schadenfreude' helps: Hey, you could be working in the Newspaper Industry! "How often do you read a printed newspaper?" Sometimes 28% Regularly, but not daily 10% Almost every day 4% Almost never 58% Base: Age 12-24
  16. 16. Radio remains the leading source for learning about new music "How often do you learn Frequently Sometimes about new music by...?" Listening to the radio 51 38 88 page 1 Friends 46 45 90 YouTube 31 42 72 Music video channels 23 39 62 Music featured on television shows 18 46 65 Appearances by artists on television 17 45 62 Social networking Web sites 16 40 56 Internet radio stations like Pandora, Last.fm or Yahoo Music 14 27 42 0 20 40 60 80 100 Base: Age 12-24 % finding out about new music from (item)
  17. 17. Radio streams are referenced by more than one-third of 12-24s as a source for new music "How often do you learn about new music by...?" Frequently Sometimes Looking through friends’ libraries page 2 using Limewire or a similar service 11 22 34 Recommendations from online music stores like iTunes or Amazon.com 11 26 36 Songs featured in video games 10 34 43 Streaming AM/FM radio stations online 9 27 36 Concerts or other live performances 8 32 40 Web sites/blogs that discuss new music 8 23 31 Music magazines such as 3 18 20 Rolling Stone, Spin or Vibe 0 20 40 60 80 100 Base: Age 12-24 % finding out about new music from (item)
  18. 18. Radio's strengths: Hits, New Music, to know what's popular; and a majority do want personality "Do you agree or disagree...?" Agree Disagree Strongly Agree Disagree Strongly You listen to AM/FM radio in order to hear your favorite songs 27 53 15 5 You listen to AM/FM radio in order to learn about new songs 20 52 20 8 You listen to AM/FM radio in order to find out what the popular songs are 17 49 24 10 You enjoy hearing personalities and 13 45 31 11 DJs along with the music You only ever listen to AM/FM radio in the car 20 33 37 10 You regularly use AM/FM radio for news updates 9 37 36 17 You listen to AM/FM radio in order to find out about things going on in your community 8 31 40 21 You regularly listen to talk radio/sports talk 8 25 37 31 radio hosts on AM/FM radio 0 20 40 60 80 100 Base: Age 12-24 and ever listen to AM/FM radio
  19. 19. Also the concert industry -- once seen as the great hope of music -- has been whacked by the economy "Approximately how many concerts have you attended in the last year?" 2000: 12-24s 2010: 12-24s Three or more Three or more 24% 12% Two Two 13% 9% One 15% One 20% None None 43% 64% Mean: 2.1 concerts attended Mean: 0.9 concerts attended
  20. 20. Radio tops social media as source for concert information "Of those concerts you attended, where did you most often first hear about them?" From friends, family or coworkers 43% Heard on AM/FM radio station 17% Don't know 7% Social network site Other 10% 4% Music artist/group Web site AM/FM radio station Web site 8% 1% Ticket Web site Email from the concert venue 7% 3% Base: Age 12-24 and have attended at least one concert in last year
  21. 21. 12-24s report vastly fewer physical CDs purchased; even the 'cohort' members have dropped by 62% "Approximately how many music CDs have you bought in the last 12 months -- that is, the physical or packaged disk?" 2000: 12-24s 11.3 2010: 12-24s 3.4 2000: 12-24s 11.3 2010: 22-34s 4.3 Average number of music CDs purchased in last 12 months
  22. 22. Soundscan, tracking all ages, shows the dramatic drops in album sales 1000 Digital album sales 900 Physical album sales 800 785 770 700 680 655 667 615 595 600 500 500 427 400 380 300 200 100 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Source: Soundscan Album sales in millions
  23. 23. With the advent of devices, 'stores' and broadband, way more 12-24s now download music "Have you ever downloaded MP3s or other digital music files from the Internet?" 2000: 12-24s 2010: 12-24s Yes Yes 31% 65% No No 69% 35%
  24. 24. Many of our young respondents were happy to report their 'illegal' downloads "How often do you obtain music by...?" Once per week Once per month or more or more (but less than once per week) Purchasing digital music files online from iTunes 6 16 23 Downloading for free from peer-to-peer or BitTorrent apps like Limewire 7 12 19 Receiving digital music files from a friend via e-mail/IM/Internet/sharing a flash drive 4 9 13 Downloading music for free from an MP3 blog 4 8 12 Downloading music for free from an artist/record label Web site 4 6 10 Downloading files online fr. music sub. services w/ monthly fee for unlimited downloads 3 58 Purchasing through a direct link from an online music service such as Pandora or Shazam 2 46 Purchasing digital music files online from Amazon.com 2 35 0 10 20 30 Base: Age 12-24
  25. 25. In the last decade, Radio has lost its edge as the most prevalent activity in the morning for young people "In the morning, do you regularly...?" 62 Listen to music other than the radio 49 38 Watch TV 42 16 Use the Internet 42 74 Listen to the radio 41 2000: 12-24s 29 2010: 12-24s Read a newspaper 8 0 20 40 60 80 100 % saying "yes"
  26. 26. Radio remains the top choice for 22-34s, but Internet and TV have nearly eliminated the gap "In the morning, do you regularly...?" 62 Listen to music other than the radio 35 38 Watch TV 45 16 Use the Internet 47 74 Listen to the radio 53 2000: 12-24s 29 2010: 22-34s Read a newspaper 14 0 20 40 60 80 100 % saying "yes"
  27. 27. Television has passed Radio as the 'most used' in the morning among 12-24s "Which do you do most in the morning?" 2000: 12-24s 2010: 12-24s Listen to radio Listen to radio 44% 22% Read newspaper 2% Music other than radio 18% Read newspaper 6% Watch TV 24% Watch TV 18% Music other than radio Use Internet 21% None/Don't know 21% None/Don't know 6% Use Internet 14% 4%
  28. 28. Over ten years, this cohort still uses Radio most in the mornings but Internet and TV grow "Which do you do most in the morning?" 2000: 12-24s 2010: 22-34s Listen to radio Listen to radio 44% 29% Read newspaper 3% Music other than radio Read newspaper 9% 6% Watch TV Watch TV 25% Use Internet 18% Music other than radio 23% None/Don't know 21% None/Don't know Use Internet 6% 11% 4%
  29. 29. Biggest reason they don't listen more hasn't changed one bit: Too Many Commercials "Do you not listen to AM/FM radio more because...?" page 1 75 AM/FM radio stations play too many commercials 74 You would rather listen to your own music instead, 74 such as on your iPod/mp3 player or CDs* 73 63 AM/FM radio stations have too much talk 62 47 You prefer to watch television instead 45 2000: 12-24s 25 2010: 12-24s You prefer to play video games instead 39 0 20 40 60 80 100 % saying "yes" this is a reason they *2000 wording: "CDs and cassettes" do not listen to AM/FM radio more
  30. 30. Interestingly, today's 12-24s are less likely to say that they aren't hearing the music the like on the radio "Do you not listen to AM/FM radio more because...?" page 2 You just don’t think to listen to 43 AM/FM radio more often 37 51 You don’t hear the music you like on AM/FM radio 36 44 You don’t have enough time to listen 30 You prefer Internet-only radio such as Pandora 26 2000: 12-24s 2010: 12-24s DJs and personalities that you like are no longer on the air 16 0 20 40 60 80 100 % saying "yes" this is a reason they do not listen to AM/FM radio more
  31. 31. In these job-challenged days -- why do so few young people think Radio DJ sounds like a cool job? You would be very disappointed if the AM/FM radio stations you listen to no longer existed They like us, they 64 really ike us! The radio stations in your local area 66 do a good job of playing all the kinds of music you want to hear 60 Being a radio station DJ seems like 71 it would be a really cool job 59 In the future, no one your age will 31 listen to the radio because everything will be on the Internet 36 In the future, no one your age 2000: 12-24s 29 will watch television because 2010: 12-24s everything will be on the Internet 25 0 20 40 60 80 100 % agreeing with statement
  32. 32. Social Networking: An Entire New Form of Media Emerges
  33. 33. Three-quarters of 12-24s use Facebook at least occasionally; MySpace struggles Have Had Familiar Actively Occasionally acct./profile, acct./profile, with, but Use Use do not use deleted it never used Unfamiliar MySpace 12 18 18 17 28 8 Facebook 55 19 3 2 17 4 Twitter 4 8 82 61 16 0 20 40 60 80 100 Base: Age 12-24
  34. 34. Facebook appears unstoppable "Compared to one year ago, are you spending more, less or the same amount of time using...?" Don't More Same Less Know MySpace 10 22 59 9 Facebook 51 30 17 3 Twitter 24 28 34 14 0 20 40 60 80 100 Base: Age 12-24 and have ever used (social network)
  35. 35. Communication between listener and radio station via modern means is still in development stage "Have you ever communicated with an AM/FM radio station or one of its DJs or personalities by...?" Phone 22 Text message 8 Facebook 8 Email 7 Twitter 2 0 10 20 30 40 % saying "yes"
  36. 36. Music Trends: Some things change; One thing stays exactly the same
  37. 37. Top 40 is ascendent in the last decade while both Contemporary Rock formats are halved "Think about the radio station you listen to most. What type of music does it play?" 30 2000: 12-24s 2010: 12-24s 23 22 20 20 18 12 10 10 10 8 8 8 8 6 5 5 4 3 2 1 1 1 0 al al n B ap y k ic k k r oc oc tia oc & ic et us nt R R ss M R is R R ou M d hr ft la ic e an vy C it iv So C ss C H ea at op t. la 40 H rn on -H C k/ lte p C ip oc To A H R d ar H
  38. 38. Today's 22-34s have grown away from Rap and Rock; into Top 40, Country and Christian "Think about the radio station you listen to most. What type of music does it play?" 30 2000: 12-24s 2010: 22-34s 23 20 20 16 13 12 12 11 10 9 10 8 6 7 5 5 3 3 3 2 2 1 0 al al B n ap y ic k k k tr oc oc tia oc & et ic us R n R ss M R R R is ou M d hr la ft e ic an vy C it iv So C ss .C H ea at op la 40 t H rn on -H C k/ lte p C ip oc To A H R d ar H
  39. 39. What are your five favorite musical artists or group? (most mentions) 2000 2010 1. Eminem 1. Eminem 2. 'N Sync 2. Lady Gaga 3. Limp Bizkit 3. Lil Wayne 4. Britney Spears 4. Taylor Swift 5. Korn 5. Drake 6. Backstreet Boys 6. Rihanna 7. DMX 7. Beatles 8. Dr. Dre 8. Katy Perry 9. Metallica 9. T.I. 10. Blink-182 10. Green Day Base: Age 12-24
  40. 40. The Big Threat:
  41. 41. One-in-three 12-24s have tried Pandora "Have you ever listened to the Internet-only radio station called Pandora?" Yes 33% No 67% Base: Age 12-24
  42. 42. Pandora has a self-reported 13% weekly cume, more than all other Internet and AM/FM streams combined 40 AM/FM online streams Pandora Other Internet-only streams (not Pandora) 30 20 20 11 13 10 8 6 5 0 Last Month Last Week Base: Age 12-24 % listening to each type of online radio
  43. 43. Pandora's most 'non-radio' aspects (create stations and skip songs) are its most 'killer apps' "Do you agree or disagree you listen to Pandora because...?" You like the ability to create ‘radio stations’ based on your favorite songs or artists 55 You like the ability to skip songs 52 Pandora has fewer commercials than AM/FM radio 46 Pandora is easy to use 46 Pandora seems to play a wider selection of songs than AM/FM radio stations 42 Pandora learns about your personal music tastes and continues to adapt the music it selects 39 Pandora has no personalities or DJs 29 Pandora would be better if it had personalities or DJs who talk about the music 8 0 20 40 60 80 Base: Age 12-24 and ever listen to Pandora % agreeing "strongly"
  44. 44. Our Next Steps: Radio Innovations
  45. 45. One-third of 12-24s say that putting an FM tuner on their cell phones would lead to more listening "If your cell phone had an FM radio tuner, would it lead you to listen to FM radio a lot more than you do now, a little more than you do now or would it have no effect on your radio listening?" Listen a little more 23% Listen a lot more 11% Don't know 12% No effect 35% Do not have cell phone 19% Base: Age 12-24
  46. 46. There is significant interest in a Radio TiVo type of radio application "Suppose the vehicle you are in the most had a radio with the ability to pause, rewind and fast forward live AM/FM broadcasts, similar to a television DVR. It would also be able to record AM/FM shows on demand. How interested would you be in your vehicle having a radio with these features?" Somewhat interested 39% Very interested 28% Don't know 7% Not at all interested Not very interested 3% 23% Base: Age 12-24
  47. 47. Today's 12-24s are only slightly more likely to have visited a Radio Station site; the 'cohort' does show increased usage "Have you ever visited a radio station's Web site?" 2000: 12-24s 42 2010: 12-24s 46 2000: 12-24s 42 2010: 22-34s 61 0 20 40 60 80 100 % saying "yes"
  48. 48. After all these years and all the radio commercials, only four-in-ten 12-24s have even heard of HD Radio "Have you ever heard of HD Radio?" Yes 42% No 58% Base: Age 12-24
  49. 49. Recommendations to Radio from the 2010 "American Youth Study" Send more stations after these demos or watch them fade away -- the consumer and the advertisers still see radio as a youth medium -- why don't the owners? Claim Internet audio or lose it It can't just be your over-the-air product Must be a font of innovation -- learn from what is driving Pandora Find ways to work together as an industry Standardization and co-ordination can create multiplier effects Recruit young people -- Radio's biggest challenges are HR challenges
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×