Internet Surpasses Radio As Preferred Music Medium Among Youth
September 28, 2005

A new study from Yahoo! and OMD Worldwide finds that globally, youths far prefer to get their music fix from the Internet than the radio. The study, entitled "Truly, Madly, Deeply Engaged: Global Youth, Media and Technology," looks at 13-24 year olds in 11 countries and their media habits. The researchers conclude that today's youth expect their media experiences to be highly personalized and tailored to their individual tastes.

The study finds that globally, the Internet has shot past traditional radio as the place to find music, especially outside of the U.S. Among American respondents, 47 percent prefer to hear music online, with 27 percent saying they choose radio. In other countries, roughly 60 percent chose the Internet, with only 20 percent preferring radio. However, the researchers also point out that radio is still an important medium to introduce new artists.

Additionally, music is no longer solely associated with radio or CD buying, with personalized playlists, downloading, podcasting and ringtones becoming commonplace.

"We've moved from broadcasting to podcasting in just a short period of time," says Wenda Harris Millard, Yahoo! Chief Sales Officer. "The My Media Generation increasingly filters the flow of advertising messages -- letting in only those that are relevant, entertaining, or delivering value. While that raises serious challenges for marketers, it also brings the promise of new, more powerful channels for reaching youth and having them willingly and enthusiastically engage with brands."

Also examined is youths' ability to multitask and the importance of mobile phones. The results can be read here.

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Jon Zellner
EVP/Programming Operations

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