Radio, the oldest of the broadcast technologies, is enjoying a renaissance in popularity among Australia’s teenagers and young adults despite the rise of computer games, DVDs, mobile phones, pay TV and the Internet, according to newly released audience research analysis.
Australian children aged between 10 and 17 spent an average of 12 hours and 22 minutes each week listening to radio in 2002, which is 79 minutes more than in 1998.
Young people aged between 18 and 24 listened for an average of 18 hours and 44 minutes in 2002, 56 minutes more than five years ago.
Commercial Radio Australia’s CEO Joan Warner told radioinfo: “Research trends show radio is enjoying a higher level of popularity among younger Australians and they are listening in a whole new way than their parents’ generation.”
“Today’s busy teenagers love radio because it complements a faster-paced lifestyle – they can listen to music and get information on the move. Radio is also the most interactive and immediate medium. Younger audiences, particularly the under-25s, have access to new technology and mobile phones, and they have taken very quickly to interacting with their favourite radio stations and DJs via email and SMS to request songs, have their say or enter competitions.”
The figures are sourced from Nielsen Media Research’s analysis of average of surveys between 1998-2002 for five capital cities, Monday-Sunday, 5.30am-12 midnight.
It’s not just music that is attracting younger audiences – some FM radio stations have launched talk programs, where young people can talk about issues that affect them and connect with other listeners according to Warner.
The radio trends research, conducted by Nielsen Media Research, found that of 10-17 year olds, those in Adelaide were the keenest radio fans in Australia, spending on average 13 hours and 21 minutes listening each week (up by 2 hours 30 minutes since 1998), followed by Melbourne youth at 13 hours and one minute.
Nationally, commercial radio reached 85% of 10-17 year olds and 83% of those aged 18-24 in 2002.
Commercial radio’s share of listening for people aged 10 -17 rose to 85% from 76% five years ago, while shares for 18-24’s also increased to 79% from 70% in 1998.
“People have the perception that young adults spend hours in front of the TV, but research shows that radio is king at breakfast time. Fifty three per cent of 18-24 year olds usually listen to commercial AM or FM radio during breakfast on weekdays compared with only 26% who usually read the newspaper and 14% who usually watch TV,” said Warner, quoting data extracted from Nielsen’s Panorama research.