A North Carolina-based research firm says teenagers’ use of computers, iPods and MP3 players for music consumption has “reached a tipping point” in the last few months.
“After measuring usage of these new technologies by teenagers in dozens of client studies in recent years, Coleman Insights has for the first time detected greater use of them than of FM radio in a few specific instances,” it states.
It conducted a study for a CHR station in a top 20 market and found 84% of 14- to 17-year-olds reported listening to music on a computer, iPod or MP3 player every day. The figure for listening to AM or FM radio was 78%.
In a separate study, Coleman asked, “Where is the first place you go to hear music?” In reply, 41% of 15- to 17-year-olds said iPods or other MP3 players, 27% said their computers and 22% said FM radio.
Jon Coleman says the trend is not news but that “this is the first time in all our studies that we’ve seen the numbers support new technologies over radio.” He said the numbers should convince stations that they have to determine how radio can fit into the lifestyles of younger listeners.