According to an Edison Research report, “Radio’s Future II: The 2010 American Youth Study,” media usage among teens and young adults are shifting.
In 2000, 74% of young adults, ages 12-24, listened to terrestrial radio. That percentage has sharply dwindled - as of 2010, only 41% of young adults listen to the radio. As many young people have given up their music and newspaper habits, the internet has replaced much of that activity.
Online usage among teens and young adults increased from 16% to 42%. But looks at what is down: talking on the telephone drops from one hour and 44 minutes, per 24 hour day, down to one our and four; reading magazines from 24 minutes to 11, and newspapers from 17 minutes to 8.
According to the report: “The same trend is observable in total time spent with various media. In 2000, teens and young adults were spending close to 2 hours and 45 minutes listening to the radio each day. By 2010 it had fallen to an hour and a half." In addition reading magazines drops by more than half while time spent online goes from an hour a day to almost 3.
But online radio is a bright spot, “Pandora is the clear front runner among online radio services, according to online listeners surveyed by Vision Critical in March. Pandora was cited as the favorite by 27%, and 42% had listened in the past year. No other service garnered more than a single-digit response.”
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