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
Co-o...
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
...
27%
37%
27%
6%
3%
"Which best describes your spending over the past twelve months on
discretionary expenses, such as enter...
The Cell Phone:
The most influential
driver of changed habits
Yes
81%
No
19%
2000: 12-24s 2010: 12-24s
Yes
29%
No
71%
"Do you have your own cell phone?"
The cell phone goes from
somewh...
Yes
43%
No
52%
Don't know
5%
"Is your cell phone also a smart phone?
(It has advanced capabilities beyond a typical mobile...
"Do you ever (item) on your cell phone?"
92
51
50
45
40
37
18
16
0 20 40 60 80 100
% ever doing each activity
Send or rece...
"Do you have your own...?"
81
56
46
35
7
3
2
0 20 40 60 80 100
% owning device
Laptop computer
Apple iPod
Portable MP3 pla...
Radio:
Good News and Bad News
hours:minutes
"In the last 24 hours, approximately how much time did you spend...?"
0
0
0
0
0
0
0
On the Internet
Watching...
hours:minutes
"In the last 24 hours, approximately how much time did you spend...?"
3
3
1
1
1
0
0
On the Internet
Watching...
"Compared to one year ago, are you spending more, less or the same amount of time...?"
2
2
7
16
4
22
27
40
12
14
35
22
30
...
Almost every day
4%
Regularly, but not daily
10%
Sometimes
28%
Almost never
58%
"How often do you read a printed newspaper...
38
45
42
39
46
45
40
27
51
46
31
23
18
17
16
14
88
90
72
62
65
62
56
42
0 20 40 60 80 100
% finding out about new music fr...
22
26
34
27
32
23
18
11
11
10
9
8
8
3
34
36
43
36
40
31
20
0 20 40 60 80 100
% finding out about new music from (item)Base...
5
8
10
11
10
17
21
31
15
20
24
31
37
36
40
37
53
52
49
45
33
37
31
25
27
20
17
13
20
9
8
8
0 20 40 60 80 100
You listen to...
None
64%
One
15%
Two
9%
Three or more
12%
"Approximately how many concerts have you attended in the last year?"
None
43%
O...
From friends, family or coworkers
43%
Heard on AM/FM radio station
17%
Social network site
10%
Music artist/group Web site...
Average number of music CDs
purchased in last 12 months
"Approximately how many music CDs have you bought in the last 12 m...
785 770
680 655 667
615 595
500
427
380
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
100
200
300
400
500
600
700
80...
Yes
65%
No
35%
2000: 12-24s 2010: 12-24s
Yes
31%
No
69%
"Have you ever downloaded MP3s or other digital music files from t...
"How often do you obtain music by...?"
16
12
9
8
6
5
4
3
6
7
4
4
4
3
2
2
23
19
13
12
10
8
6
5
0 10 20 30
Purchasing digita...
% saying "yes"
"In the morning, do you regularly...?"
49
42
42
41
8
62
38
16
74
29
Listen to music other than the radio
Wa...
% saying "yes"
"In the morning, do you regularly...?"
35
45
47
53
14
62
38
16
74
29
Listen to music other than the radio
W...
Watch TV
24%
Listen to radio
22%
Read newspaper
2%
Music other than radio
18%
Use Internet
21%None/Don't know
14%
"Which d...
Watch TV
25%
Listen to radio
29%
Read newspaper
3%
Music other than radio
9%
Use Internet
23%
None/Don't know
11%
"Which d...
74
73
62
45
39
75
74
63
47
25
0 20 40 60 80 100
2000: 12-24s
2010: 12-24s
AM/FM radio stations play too many commercials
"...
37
36
30
26
16
43
51
44
0 20 40 60 80 100
2000: 12-24s
2010: 12-24s
You don’t hear the music you like on AM/FM radio
"Do y...
64
60
59
36
25
66
71
31
29
0 20 40 60 80 100
2000: 12-24s
2010: 12-24s
The radio stations in your local area
do a good job...
Social Networking:
An Entire New Form
of Media Emerges
8
4
16
28
17
61
17
2
2
18
3
8
18
19
8
12
55
4
MySpace
Facebook
Twitter
0 20 40 60 80 100
Unfamiliar
Actively
Use
Occasiona...
"Compared to one year ago, are you spending more, less or the same amount of time using...?"
9
3
14
59
17
34
22
30
28
10
5...
22
8
8
7
2
Phone
Text message
Facebook
Email
Twitter
0 10 20 30 40
"Have you ever communicated with an AM/FM radio station...
Music Trends:
Some things change;
One thing stays exactly
the same
"Think about the radio station you listen to most. What type of music does it play?"
22
18
10
8 8 8
5 4
1 1
23
10
20
6
12
...
"Think about the radio station you listen to most. What type of music does it play?"
13
16
12 11
9
7
5
3
2 3
23
10
20
6
12...
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. Kor...
The Big Threat:
Yes
33%
No
67%
"Have you ever listened to the Internet-only radio station called Pandora?"
Base: Age 12-24
One-in-three 12...
8
5
20
1311
6
Last Month Last Week
0
10
20
30
40
AM/FM online streams Pandora Other Internet-only streams (not Pandora)
% ...
55
52
46
46
42
39
29
8
0 20 40 60 80
You like the ability to create ‘radio stations’
based on your favorite songs or artis...
Our Next Steps:
Radio Innovations
Listen a lot more
11%
Listen a little more
23%
No effect
35%
Do not have cell phone
19%
Don't know
12%
"If your cell phone...
Very interested
28%
Somewhat interested
39%
Not very interested
23%
Not at all interested
3%
Don't know
7%
"Suppose the ve...
% saying "yes"
42
46
42
61
2000: 12-24s
2010: 12-24s
2000: 12-24s
2010: 22-34s
0 20 40 60 80 100
"Have you ever visited a ...
Yes
42%
No
58%
"Have you ever heard of HD Radio?"
Base: Age 12-24
After all these years and all the radio
commercials, onl...
Recommendations to Radio from the
2010 "American Youth Study"
Send more stations after these demos or
watch them fade away...
Edison research american_youth_study_radios_future
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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. 27% 37% 27% 6% 3% "Which best describes your spending over the past twelve months on discretionary expenses, such as entertainment, recreation, or leisure items?" Have significantly cut back Have cut back a little Have not changed spending on discretionary expenses Spending a little more Spending significantly more Base: Age 12-24 Remember the halcyon days of the Internet Bubble leading into 2000? They aren't here anymore
  6. 6. The Cell Phone: The most influential driver of changed habits
  7. 7. Yes 81% No 19% 2000: 12-24s 2010: 12-24s Yes 29% No 71% "Do you have your own cell phone?" The cell phone goes from somewhat rare device to must-have among 12-24s in ten years time
  8. 8. Yes 43% No 52% Don't know 5% "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)" Base: Age 12-24 and have own cell phone More than four-in-ten 12-24s who carry cell phones say theirs is a 'Smart Phone'
  9. 9. "Do you ever (item) on your cell phone?" 92 51 50 45 40 37 18 16 0 20 40 60 80 100 % ever doing each activity Send or receive text messages Browse the Internet Play games Use social networking sites such as Facebook or Twitter Listen to music you have transferred/downloaded onto the phone Watch video Listen to Internet-only radio such as Pandora Listen to the stream of any FM or AM radio stations Base: Age 12-24 and have own cell phone 12-24 year old cell users engage in a broad variety of behaviors on phones; 'Radio' streams narrowly trail Pandora
  10. 10. "Do you have your own...?" 81 56 46 35 7 3 2 0 20 40 60 80 100 % owning device Laptop computer Apple iPod Portable MP3 player other than Apple iPod Apple iPhone Apple iPad Portable hand-held book reader such as Amazon Kindle Cell phone Base: Age 12-24 Today's 12-24s own a broad variety of devices -- most of which did not even exist in 2000
  11. 11. Radio: Good News and Bad News
  12. 12. hours:minutes "In the last 24 hours, approximately how much time did you spend...?" 0 0 0 0 0 0 0 On the Internet Watching television Listening to the radio Playing video games Talking on the telephone Reading magazines Reading newspapers 2000: 12-24s 0:59 2:37 1:44 0:24 0:17 2:43 0:42 In 2000, 12-24s self-reported one hour per day on Internet; 2:43 on radio
  13. 13. hours:minutes "In the last 24 hours, approximately how much time did you spend...?" 3 3 1 1 1 0 0 On the Internet Watching television Listening to the radio Playing video games Talking on the telephone Reading magazines Reading newspapers 2000: 12-24s 2010: 12-24s 2:52 1:24 0:08 2:47 0:11 1:10 1:04 0:59 2:37 1:44 0:24 0:17 2:43 0:42 Ten years later, teens and young adults report nearly three hours per day on Internet and much less radio
  14. 14. "Compared to one year ago, are you spending more, less or the same amount of time...?" 2 2 7 16 4 22 27 40 12 14 35 22 30 23 23 17 17 28 36 44 43 35 45 45 46 33 40 48 18 27 19 28 10 10 9 20 On the Internet Watching television Listening to the radio Playing video games Talking on the telephone Reading magazines Reading newspapers Going to concerts Going to movies 0 20 40 60 80 100 LessMore Same Don't Know/ NA Base: Age 12-24 Radio is one of only three options with a 'net more' among 12-24s; along with Internet and surprisingly, telephone
  15. 15. Almost every day 4% Regularly, but not daily 10% Sometimes 28% Almost never 58% "How often do you read a printed newspaper?" Base: Age 12-24 If 'Schadenfreude' helps: Hey, you could be working in the Newspaper Industry!
  16. 16. 38 45 42 39 46 45 40 27 51 46 31 23 18 17 16 14 88 90 72 62 65 62 56 42 0 20 40 60 80 100 % finding out about new music from (item) Listening to the radio Friends YouTube Music video channels Music featured on television shows Appearances by artists on television Social networking Web sites Internet radio stations like Pandora, Last.fm or Yahoo Music page 1 Base: Age 12-24 Frequently Sometimes"How often do you learn about new music by...?" Radio remains the leading source for learning about new music
  17. 17. 22 26 34 27 32 23 18 11 11 10 9 8 8 3 34 36 43 36 40 31 20 0 20 40 60 80 100 % finding out about new music from (item)Base: Age 12-24 Frequently Sometimes Looking through friends’ libraries using Limewire or a similar service Recommendations from online music stores like iTunes or Amazon.com Songs featured in video games Streaming AM/FM radio stations online Concerts or other live performances Web sites/blogs that discuss new music Music magazines such as Rolling Stone, Spin or Vibe page 2 "How often do you learn about new music by...?" Radio streams are referenced by more than one-third of 12-24s as a source for new music
  18. 18. 5 8 10 11 10 17 21 31 15 20 24 31 37 36 40 37 53 52 49 45 33 37 31 25 27 20 17 13 20 9 8 8 0 20 40 60 80 100 You listen to AM/FM radio in order to hear your favorite songs You listen to AM/FM radio in order to learn about new songs You listen to AM/FM radio in order to find out what the popular songs are You only ever listen to AM/FM radio in the car You enjoy hearing personalities and DJs along with the music You regularly use AM/FM radio for news updates Agree Strongly You listen to AM/FM radio in order to find out about things going on in your community You regularly listen to talk radio/sports talk radio hosts on AM/FM radio Base: Age 12-24 and ever listen to AM/FM radio Agree Disagree Disagree Strongly "Do you agree or disagree...?" Radio's strengths: Hits, New Music, to know what's popular; and a majority do want personality
  19. 19. None 64% One 15% Two 9% Three or more 12% "Approximately how many concerts have you attended in the last year?" None 43% One 20% Two 13% Three or more 24% Mean: 0.9 concerts attendedMean: 2.1 concerts attended 2000: 12-24s 2010: 12-24s Also the concert industry -- once seen as the great hope of music -- has been whacked by the economy
  20. 20. From friends, family or coworkers 43% Heard on AM/FM radio station 17% Social network site 10% Music artist/group Web site 8% Ticket Web site 7%Email from the concert venue 3% AM/FM radio station Web site 1% Other 4% Don't know 7% "Of those concerts you attended, where did you most often first hear about them?" Base: Age 12-24 and have attended at least one concert in last year Radio tops social media as source for concert information
  21. 21. Average number of music CDs purchased in last 12 months "Approximately how many music CDs have you bought in the last 12 months -- that is, the physical or packaged disk?" 11.3 3.4 11.3 4.3 2000: 12-24s 2010: 12-24s 2000: 12-24s 2010: 22-34s 12-24s report vastly fewer physical CDs purchased; even the 'cohort' members have dropped by 62%
  22. 22. 785 770 680 655 667 615 595 500 427 380 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 0 100 200 300 400 500 600 700 800 900 1000 Digital album sales Physical album sales Album sales in millionsSource: Soundscan Soundscan, tracking all ages, shows the dramatic drops in album sales
  23. 23. Yes 65% No 35% 2000: 12-24s 2010: 12-24s Yes 31% No 69% "Have you ever downloaded MP3s or other digital music files from the Internet?" With the advent of devices, 'stores' and broadband, way more 12-24s now download music
  24. 24. "How often do you obtain music by...?" 16 12 9 8 6 5 4 3 6 7 4 4 4 3 2 2 23 19 13 12 10 8 6 5 0 10 20 30 Purchasing digital music files online from iTunes Downloading for free from peer-to-peer or BitTorrent apps like Limewire Receiving digital music files from a friend via e-mail/IM/Internet/sharing a flash drive Downloading music for free from an artist/record label Web site Downloading music for free from an MP3 blog Downloading files online fr. music sub. services w/ monthly fee for unlimited downloads Once per week or more Once per month or more (but less than once per week) Purchasing through a direct link from an online music service such as Pandora or Shazam Purchasing digital music files online from Amazon.com Base: Age 12-24 Many of our young respondents were happy to report their 'illegal' downloads
  25. 25. % saying "yes" "In the morning, do you regularly...?" 49 42 42 41 8 62 38 16 74 29 Listen to music other than the radio Watch TV Use the Internet Listen to the radio Read a newspaper 0 20 40 60 80 100 2000: 12-24s 2010: 12-24s In the last decade, Radio has lost its edge as the most prevalent activity in the morning for young people
  26. 26. % saying "yes" "In the morning, do you regularly...?" 35 45 47 53 14 62 38 16 74 29 Listen to music other than the radio Watch TV Use the Internet Listen to the radio Read a newspaper 0 20 40 60 80 100 2000: 12-24s 2010: 22-34s Radio remains the top choice for 22-34s, but Internet and TV have nearly eliminated the gap
  27. 27. Watch TV 24% Listen to radio 22% Read newspaper 2% Music other than radio 18% Use Internet 21%None/Don't know 14% "Which do you do most in the morning?" 2000: 12-24s Watch TV 18% Listen to radio 44% Read newspaper 6% Music other than radio 21% Use Internet 4% None/Don't know 6% 2010: 12-24s Television has passed Radio as the 'most used' in the morning among 12-24s
  28. 28. Watch TV 25% Listen to radio 29% Read newspaper 3% Music other than radio 9% Use Internet 23% None/Don't know 11% "Which do you do most in the morning?" 2010: 22-34s Watch TV 18% Listen to radio 44% Read newspaper 6% Music other than radio 21% Use Internet 4% None/Don't know 6% 2000: 12-24s Over ten years, this cohort still uses Radio most in the mornings but Internet and TV grow
  29. 29. 74 73 62 45 39 75 74 63 47 25 0 20 40 60 80 100 2000: 12-24s 2010: 12-24s AM/FM radio stations play too many commercials "Do you not listen to AM/FM radio more because...?" % saying "yes" this is a reason they do not listen to AM/FM radio more You would rather listen to your own music instead, such as on your iPod/mp3 player or CDs* *2000 wording: "CDs and cassettes" page 1 AM/FM radio stations have too much talk You prefer to watch television instead You prefer to play video games instead Biggest reason they don't listen more hasn't changed one bit: Too Many Commercials
  30. 30. 37 36 30 26 16 43 51 44 0 20 40 60 80 100 2000: 12-24s 2010: 12-24s You don’t hear the music you like on AM/FM radio "Do you not listen to AM/FM radio more because...?" You just don’t think to listen to AM/FM radio more often page 2 You don’t have enough time to listen You prefer Internet-only radio such as Pandora DJs and personalities that you like are no longer on the air % saying "yes" this is a reason they do not listen to AM/FM radio more Interestingly, today's 12-24s are less likely to say that they aren't hearing the music the like on the radio
  31. 31. 64 60 59 36 25 66 71 31 29 0 20 40 60 80 100 2000: 12-24s 2010: 12-24s The radio stations in your local area do a good job of playing all the kinds of music you want to hear Being a radio station DJ seems like it would be a really cool job % agreeing with statement You would be very disappointed if the AM/FM radio stations you listen to no longer existed In the future, no one your age will listen to the radio because everything will be on the Internet In the future, no one your age will watch television because everything will be on the Internet In these job-challenged days -- why do so few young people think Radio DJ sounds like a cool job? They like us, they really ike us!
  32. 32. Social Networking: An Entire New Form of Media Emerges
  33. 33. 8 4 16 28 17 61 17 2 2 18 3 8 18 19 8 12 55 4 MySpace Facebook Twitter 0 20 40 60 80 100 Unfamiliar Actively Use Occasionally Use Have acct./profile, do not use Had acct./profile, deleted it Familiar with, but never used Base: Age 12-24 Three-quarters of 12-24s use Facebook at least occasionally; MySpace struggles
  34. 34. "Compared to one year ago, are you spending more, less or the same amount of time using...?" 9 3 14 59 17 34 22 30 28 10 51 24 MySpace Facebook Twitter 0 20 40 60 80 100 LessMore Same Don't Know Base: Age 12-24 and have ever used (social network) Facebook appears unstoppable
  35. 35. 22 8 8 7 2 Phone Text message Facebook Email Twitter 0 10 20 30 40 "Have you ever communicated with an AM/FM radio station or one of its DJs or personalities by...?" % saying "yes" Communication between listener and radio station via modern means is still in development stage
  36. 36. Music Trends: Some things change; One thing stays exactly the same
  37. 37. "Think about the radio station you listen to most. What type of music does it play?" 22 18 10 8 8 8 5 4 1 1 23 10 20 6 12 5 2 8 3 1 H ip-H op and R apTop 40 H itM usicA lternative R ock C ountry R & B C lassic R ock C ont.C hristian H ard R ock/H eavy M etal SoftR ock C lassical 0 10 20 30 2000: 12-24s 2010: 12-24s Top 40 is ascendent in the last decade while both Contemporary Rock formats are halved
  38. 38. "Think about the radio station you listen to most. What type of music does it play?" 13 16 12 11 9 7 5 3 2 3 23 10 20 6 12 5 2 8 3 1 H ip-H op and R apTop 40 H itM usicA lternative R ock C ountry R & B C lassic R ock C ont.C hristian H ard R ock/H eavy M etal SoftR ock C lassical 0 10 20 30 2000: 12-24s 2010: 22-34s Today's 22-34s have grown away from Rap and Rock; into Top 40, Country and Christian
  39. 39. 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 What are your five favorite musical artists or group? (most mentions) Base: Age 12-24
  40. 40. The Big Threat:
  41. 41. Yes 33% No 67% "Have you ever listened to the Internet-only radio station called Pandora?" Base: Age 12-24 One-in-three 12-24s have tried Pandora
  42. 42. 8 5 20 1311 6 Last Month Last Week 0 10 20 30 40 AM/FM online streams Pandora Other Internet-only streams (not Pandora) % listening to each type of online radioBase: Age 12-24 Pandora has a self-reported 13% weekly cume, more than all other Internet and AM/FM streams combined
  43. 43. 55 52 46 46 42 39 29 8 0 20 40 60 80 You like the ability to create ‘radio stations’ based on your favorite songs or artists You like the ability to skip songs Pandora is easy to use Pandora seems to play a wider selection of songs than AM/FM radio stations Pandora has fewer commercials than AM/FM radio Pandora learns about your personal music tastes and continues to adapt the music it selects Pandora has no personalities or DJs Pandora would be better if it had personalities or DJs who talk about the music Base: Age 12-24 and ever listen to Pandora "Do you agree or disagree you listen to Pandora because...?" % agreeing "strongly" Pandora's most 'non-radio' aspects (create stations and skip songs) are its most 'killer apps'
  44. 44. Our Next Steps: Radio Innovations
  45. 45. Listen a lot more 11% Listen a little more 23% No effect 35% Do not have cell phone 19% Don't know 12% "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?" Base: Age 12-24 One-third of 12-24s say that putting an FM tuner on their cell phones would lead to more listening
  46. 46. Very interested 28% Somewhat interested 39% Not very interested 23% Not at all interested 3% Don't know 7% "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?" Base: Age 12-24 There is significant interest in a Radio TiVo type of radio application
  47. 47. % saying "yes" 42 46 42 61 2000: 12-24s 2010: 12-24s 2000: 12-24s 2010: 22-34s 0 20 40 60 80 100 "Have you ever visited a radio station's Web site?" Today's 12-24s are only slightly more likely to have visited a Radio Station site; the 'cohort' does show increased usage
  48. 48. Yes 42% No 58% "Have you ever heard of HD Radio?" Base: Age 12-24 After all these years and all the radio commercials, only four-in-ten 12-24s have even heard of HD Radio
  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

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