Thursday, December 16, 2010

How do 12-24 year olds access music?

You never know when a shift in media consumption can occur.

With so many media options to choose from, it can be difficult to know which consumers are using.

Edison Research recently conducted follow up research to its 2000 study which chronicled the media habits of 12-24 year olds. The recent update titled American Youth Study 2010, which was sponsored by, shows an adaptation of radio consumption.

According to the results, internet usage did increase over the last 10 years; however, traditional radio is still a dominant player in new music discovery. In fact, respondents relayed the following:

  • 80.2% of 12-24 year olds use AM/FM radio to listen to his/her favorite songs

  • 71.9% use the radio to learn about new songs and

  • 66% listen to figure out what are the current popular songs

The average amount of time listening to combined AM/FM radio, streamed AM/FM, and internet only stations for 12-24 year olds is about 24 hours and 23 minutes per week. Overall, internet radio listening did account for the majority of the time.

You never know when a shift in media consumption can occur. In order to understand where consumers are accessing his/her media, it’s best to stay updated with the latest study results.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

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