A new Omnitel/American Media Services (AMS) study finds that 27% of Americans are listening to the radio less than they did five years ago. Meanwhile 51% of those surveyed say their listening hasn't changed in the past five years while 21% say they listen more.
A majority of respondents (74%) expect to be listening to about the same amount of radio in another five years, while 11% said they they'll be listening less and 13% expect to listen more.
What about discovery of new music? 63% said they find new music from the radio, with 43% saying they hear about it from friends, 41% from TV, 24% from print, and 16% from the Internet.
So if 63% say they turn to radio to discover new music, yet terrestrial has lost its appeal in over 1/4 of those surveyed... what exactly does that tell you?
"New" music isn't necessarily "just released" music. "New to me" music is just as interesting.
[via FMQB]
Maybe I'm wrong, but I don't think 27-vs-21 is an earth-shattering split. Nearly as many people are listening more as listening less. And since the vast majority don't intend to continue decreasing their listenership, I don't think radio is in any trouble. Unless something new comes out that changes everything.
thats a nice little gadget.
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