Consumer Media Study Highlights Impact of Digital Media on Radio

A newly released study done by Targetcast, a communications firm, has some good and bad news for broadcast radio.  The good: Adults 18 to 64 were found to still consider radio to be an important touchpoint for new music discovery. The not-so-good: 18 to 24 year olds were likely to indicate that radio is not so relevant to them.

Released study findings show that consumers indicate that several traditional media including newspapers, magazines and, to a lesser degree, radio, will need to change the most in the coming years. Newspapers led the pack of media needing to change, with nearly 60% of consumers surveyed identifying this medium as the one that will need to change the most – compared to 30% for magazines and 20% for radio.targetcast chart

Another notable discovery from the research: Men are more likely than women to replace radio with digital alternatives such as mp3 players or Internet stations, while women are more likely to stick with their favorite radio stations.

The bottom line should be taken as a shot across the bow by broadcast radio: “41% of those surveyed indicate that radio is still relevant in today’s media environment. According to respondents, radio provides a great venue to discover new music that cannot be experienced elsewhere. Maybe somewhat surprising, respondents overall prefer to listen to music through the radio station vs. Internet stations or on their mp3 player. ” However, within that overall conclusion there are several key demographics that are indicating a willingness to transfer their affinity to digital music sources including personal devices such as Internet radio, ipods, iphones and other multi-media devices.

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