RAIN 8/23: Study shows Net radio trumps AM/FM among "Millennials" (ages 16-34)
Aug 23, 11:34 AM
Posted by: Paul Maloney
SEVENTY PERCENT OF MILLENNIALS HAVE SAMPLED NET RADIO
A Kansas City-based marketing agency study of “Millennials” (aged 16 to 34) reveals 28.5% of them say they “usually” or “always” listen to Internet radio — compared to 25.9% when it comes to local radio.
Only three in ten Millennials say they have never listen to Internet radio.
The marketing agency behind the study, Barkley, polled nearly 3,900 Millennials and more than 1,100 35-74 year-olds, and Inside Radio reported on the study. [Note: We’re not certain what the “frequency” terms, like “usually” and “always” specifically mean for the purposes of this study.]
Jeff Fromm is Barkley SVP. He commented on the Millennials’ habits, “It’s not that they’ve given up on TV or radio, it’s that… Millennnials do things on their own terms. They’re willing to cut out the traditional ways of consuming media so they go online for music, but they want to customize their experience… It’s not that they’ve given things up, it’s that they’ve adapted new habits.”
Inside Radio instructively points out that the Millennials generation is larger than the Baby Boomers (those born 1946-1964) and three times bigger than Generation X (generally, those born in the late ’60s through the late ’70s).