How do US teenagers primarily listen to music? Radio? Streaming? Owned music? For advertisers, it can be extremely important in knowing how a target audience seeks out media and entertainment. eMarketer recently reported on a fall 2014 study conducted by Edison Research. The focus was discovering how teens listen to music.
The study considered teenagers to be people between the ages of 13 and 17. As of fall 2014, online streaming platforms like Spotify and Pandora are ranked with more time spent listening than terrestrial radio. Teens spend about 64 minutes per day listening to online streaming and spend about 53 minutes a day with radio. In most other age categories, radio outperforms online streaming. In addition, teens have access to music through downloaded/owned music, etc.
With teenagers having a relatively easier access to computers, tablets, smartphones, and MP3 players that have Wi-Fi than traditional radios, it’s not surprising that there is a shift in listenership. Think about a bus commute, the time going to and from school on a bus could be new time spent listening to music.
It will be interesting to see if the gap between the time spent listening between radio and streaming will broaden over time as this age group matures out. The introduction of driving on a more regular basis where traditional radio is readily available may play a factor overall.