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Radio’s Future in Focus: What Millennials REALLY Think
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Radio’s Future in Focus: What Millennials REALLY Think
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Millennials Describe Radio
Millennials Describe Radio
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Meet the Millennials
Meet the Millennials
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What is Your Favorite Electronic Gadget?
What is Your Favorite Electronic Gadget?
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Source: 2006 Arbitron Inc. “Internet and Multimedia 2006: On-Demand Media Explodes Infinite Loop; iPod Continue to Dominate Teen Music Scene”; Jacqui Cheng, April 7, 2006
✴ Ownership of any type of MP3 (iPod/ non-iPod) has increased from 27% in 2005 to 42% in 2006 among teens 12-17 years old.
✴ Of those who currently own a music player, 77% own an iPod, up from 74% in 2005
✴ 88% of teens who said they were going to buy a music player within the next year said they would buy an iPod
✴ Of those who use an online music service, 71% use iTunes, up from 64% in 2005
The number of teens who own any type of music player jumped 15% over the last year
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Teens spending less time with traditional media
due to the internet
Percent spending less time with medium due to
time spent online
Source: 2006 Arbitron Inc. “Internet and Multimedia 2006: The Wonder Years: Media Trends Among Teenagers”
31%
38%
43%
44%
Radio
TV
Newspaper
Magazine
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My Favorite Form of Media
My Favorite Form of Media
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Young adults (12-17 yrs) spend an average of 11 hours per week
surfing the web
✴ 79% visit game sites✴ More the 1/3 visit music sites✴ 94% own a gaming device✴ More than half prefer gaming to watching TV✴ Almost 1/2 visit movie sites such as Napoleon Dynamite
Source: Research Brief; “Speak to Young Consumers in Their Medium”; October 26, 2005
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Why I Am Listening Less?
Why I Am Listening Less?
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Why is TSL Down?
Why is TSL Down?
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Young Adults Say They Can’t Live Without
Source: Research Brief; “Speak to Young Consumers in Their Medium”; October 26, 2005
0 1020
30
PC
TV
Mobile Phone
Game Console
Car
Other
Stereo
Music/MP3s
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Radio’s Role in Daily Lives
Radio’s Role in Daily Lives
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Radio is Simply Convenient
Radio is Simply Convenient
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Local Matters
Local Matters
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Props to Radio Websites
Props to Radio Websites
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What Teens Do Online
Source: Pew Internet & American Life Project; July 27, 2005
0 30 60 90
89
84
81
76
75
57
43
22
Entertainment
Games
News
IM
College Info
Shopping
Hard Discussion Topics
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Radio Listening in the Car
Radio Listening in the Car
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Comparing Radio to iPod Listening
Comparing Radio to iPod Listening
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85% of teens - twenty something year olds would choose to listen to music from their MP3 players
rather than traditional radio
✴ 54% would rather listen to radio over the internet✴ 30% would choose terrestrial radio✴ 31% said they were exposed to new music over the radio✴ 72% said they were exposed to new music on the internet
Source: USC Media lab, “How to Make Music radio Appealing to the Next Generation”; December 8, 2005
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New Music Discovery
New Music Discovery
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51% of online teens download music31% of online teens download video
Most Teens Who Download Music Think it is Easy to Get Free Music
75% of music downloaders think it is unrealistic to expect people to self-regulate
Source: Pew Internet & American Life Project; “Teen Content Creators and Consumers”; November 2, 2005
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Many of the teens that visit social networking websites are seeking advice or
giving advice before buying
Source: RBR/TVBR Media Mix; “Targeting Gen Y Shoppers”; September 6, 2006
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New Music from Unlikely Places
New Music from Unlikely Places
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61% of teen web users have gone to an online social networking site such as
MySpace
61% of those who visited a social networking site
became members
Source: Media Post Publications; “Three in Five teens Visit Social Networking Site”; June 13, 2006
0
35
70
68
54
FemalesMales
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57% of online teens create their own content
on the internet
✴ 33% share artwork, photos, stories, videos
✴ 32% create webpage & blogs for others
✴ 22% create personal webpage
✴ 19% (approx. 4 million) have created their own journal or blog
✴ 38% (approx. 8 million) read blogs
✴ 25% girls 15-17 yrs are most likely to blog
Source: Pew Internet & American Life Project; “Teen Content Creators and Consumers”; November 2, 2005
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Millennial’s Radio Listening
Millennial’s Radio Listening
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Internet Radio Listening is Up 40% from Last Year
Growth stimulated by 12-22 yrs age demo
✴ Nearly 30% of 12-22 year olds have listened to internet radio at least once per week
✴ Nearly 40% of 12-22 year olds have listened to internet radio at least once per month
Source: Bridge Ratings; “Satellite Radio Preferences”; April 12, 2006
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The Generation Gap
The Generation Gap
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The Communication Gap
The Communication Gap
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What Millennials Think About Satellite Radio
What Millennials Think About Satellite Radio
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6% of web users (approx. 9 million) have downloaded audio podcasts
18-24 year olds are twice as likely as the average user to download audio podcasts
Source: RBR/TVBR Media Mix; “Podcasting gains important foothold among US adults online”; July 12, 2006
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Podcasting
Podcasting
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Over half of teens show an interest in
HD Radio
Source: 2006 Arbitron Inc. “Internet and Multimedia 2006: The Wonder Years: Media Trends Among Teenagers”
0
16.667
33.333
50.000
10
43
Very Interested Somewhat Interested
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What is HD Radio?
What is HD Radio?
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What Drives You Crazy About Radio!
What Drives You Crazy About Radio!
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Making Radio for Millennials
Making Radio for Millennials
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What Would You Do?
What Would You Do?
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Radio’s Future in Focus: Re-Engaging the Next Generation of Radio Listeners
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Radio is a default medium based heavily on convenience. Should other media appear as convenient as radio, especially in the car, radio listening among these young people would be seriously jeopardized.
✴ Engage youth with more compelling content to rise above the convenience factor.
✴ Push your radio programming wherever audio can go. Serve it up when, where and how they can listen.
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If enough local radio stations do not begin targeting those under 25, then why should they listen? If radio doesn’t care about them, why
should they care about radio?
✴ Radio must aggressively pursue listeners under 25. ✴ New formats, fresh approaches, mold-breaking approaches
required...including participatory media.✴ Improved business models needed to integrate new media revenue
streams with traditional advertising
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Millennials are screaming for radio that is for them, not their parents.
✴ Heavy new music exposure. More titles, more daring, less repetition.
✴ New music access. When they hear they should be able to buy it.✴ Cut the B.S. and make it real.
Stop ignoring their pleas. Give them what they want, starting with...CONTENT FOR THEM:
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✴ More adventuresome formats that cater to their wider music tastes and are less predictable. Online music streams are great opportunities today. HD radio holds promise for the future.
Stop ignoring their pleas. Give them what they want, including:
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✴ Robust websites that go where the station can’t go…with more new music, more diversity, more community, more participation, no limits. Stream, podcast, engage and galvanize.
Stop ignoring their pleas. Give them what they want, including:
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Stop ignoring their pleas. Give them what they want, including:
✴ Building vibrant local communities through the radio station and extending through its website and the interactions of its communities. Every youth-targeted radio station is a platform for a unique local social network.
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HD Radio holds promise, if fulfilled.
✴ Appeal to their expansive tastes with more targeted, less regimented programming for America’s youth.
✴ Keep it easy, cheap (free) and convenient.
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Radio is in a position to go either way inside these youngster’s lives.
✴ If radio chooses to not cater to millennials, then they will easily live a fulfilled media life without radio.
✴ If radio chooses to seize the day and serve the next generation of listeners, radio will be richly rewarded.
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Mike’s Soapbox: “Seize the Day”
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Radio’s Future in Focus: What Millennials REALLY Think
www.paragonmediastrategies.com
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Radio’s Future in Focus: What Millennials REALLY Think
www.paragonmediastrategies.com