No demographic group is a tougher "get" for the radio industry than young listeners.
People in the 18-34 age group have the greatest drop in time-spent-listening studies as they gravitate toward iPods, MP3 players and computers to get their music fix.
Media analyst Jon Coleman has watched the erosion of radio listening in the teen demographic for nearly a decade. Early this year, while doing a listener study for a top 20-market radio station, he finally saw what looked like the tipping point – 84 percent of 14- to 17-year-olds said they used their computers and other digital devices for music every day vs. 78 percent who listened to radio daily.
Digital had finally surpassed radio.