Sample and Hold: Youth Interest in HD Radio

Aug 1, 2008 12:00 PM, By Chriss Scherer, editor

When it comes to predicting the future of HD Radio, many statistics will show that interest and awareness of the technology will increase over time. A true benchmark of any technology’s success is the acceptance by the younger audience. Paragon Media Strategies has conducted two studies on how youth use radio and new media, and the 2008 data shows a promising future for HD Radio.

The study covers several technologies, including CDs, media players, video games, cell phones, Internet radio and HD Radio. The survey asked an equal number of males and females divided almost equally between 14 – 18 and 19 – 24. The survey shows that general radio listening has remained about the same with this audience. The survey also shows that general awareness of HD Radio is increasing slowly.

If I told you that HD over-the-air radio doubles or triples the number of stations you can receive and that HD could make AM sound like FM stereo and FM stereo sound like Dolby 5.1 Surround-sound, would that interest you in HD over-the-air radio?

When respondents were asked if they were interested in HD Radio based on it features, a large majority said yes, which is a significant change from the 2007 data.

Information such as this sheds an encouraging light on the future of HD Radio as the rollout continues.

Source: Paragon Media Strategies Second Annual Youth Radio and New Media Study, Spring 2008