Monday, October 16, 2006

Youth radio listenership off 20%

I saw this Edison Media Research report on youth radio listening habits mentioned on Lost Remote and I went searching for the study. I didn‘t find much more than a press release and this graphic:

The reason this caught my eye was not the magnitude of the drop. What I found surprising was that the drop was only 20%. I wanted to see the study, and I really would have liked to see the data stratified. Of course, I found neither so was left to speculate.

One look at the chart above tells me something doesn‘t feel quite right with this data. The drop looks way too uniform. I would think the trend should be accelerating, sharply. My own limited survey of this demographic tells me that this age group never listens to the radio. Heck, I rarely do either. Radio uses way too much attention bandwidth and it‘s just not worth the effort.

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