Radio at the digital tipping point


Following last week's report on Radio Today of Jason Calacanis findings on The State of Media and Radio in 2014, Fred Jacobs from Jacobs Media in the US has released a study of core radio listeners, outlining the impact of digital media and the challenges and opportunities for traditional radio broadcasters.

The report covers the movement of younger radio listeners, Gen Y and Gen X.  It sees radio as being at the digital tipping point and shows the decline in listening to radio to only be very slight.

The study also looks at the future of the connected car and how many listeners are still waking up, using radio as their alarm clock in the morning versus smartphones.

It further reinforces how radio now competes with all other media, the need for radio to address the challenges presented by younger listeners and the necessity for radio to fully ‘ engage ‘ with listeners though social media.

The challenge of audience measurement is covered and there is some insight into radio’s relationship with ‘new music‘ and the music industry.

The report shows the continued strength in the usage of radio vs other media such as internet and TV, with 95% of respondents listening to AM/FM radio every day, although showing a slight decline in time spent listening.

AM/FM radio is still the most important feature for new car buyers although connectivity is growing in importance as well. Radio apps are proving to be very popular with listeners and there’s a trend of listeners increasing annoyance at radio commercials over the last 3 years

Whilst the Jacobs survey was conducted in the US and Canada, it provides great insight into the Australian radio market and is a glimpse into our radio and digital media future here in Australia.

To see the full presentation, click here and our thanks to Fred Jacobs for sharing it with Radio Today readers.

Brad March is a former CEO of the Austereo Network and is Managing Director of Marchmedia.


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