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Study: Radio Is Still Top Teen Source For Music
June 26, 2009

Nielsen has released a new study, entitled "How Teens Use Media." Subtitled "A Nielsen report on the myths and realities of teen media trends," the study looks at each aspect of media consumption by the average teenager. Focusing specifically on the "Music & Radio" section, the study examines the idea that radio is losing teens to MP3 players and the Internet.

Nielsen says that while the 'myth' is that teens no longer rely on radio for music, their data found that radio is still a top source of music consumption for teenagers. Globally, 16 percent of teens surveyed said radio is their #1 source of music, with another 21 percent saying it was their #2 source.

However, the study finds that MP3 players lead the pack, with 39 percent saying it was their primary source of music consumption, followed by their home computer at 33 percent. Radio was divided into two segments: car radio (ten percent) and radio at home (six percent).

Using data from a Scarborough Research study from 2008, Nielsen found that Pop/CHR was the most popular format among older teens (ages 18-20), followed by Rhythmic CHR and Country.

Also, Nielsen's study found that 75 percent of teens globally listen to "at least some" CDs every week. The typical teen purchased more than three CDs in 2008, though that average was lower in North America, where the typical teen bought an average of just over two.

The entire study can be read here in PDF format.




 
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