Commercial radio body the RadioCentre has published a report on how 15-24 year olds are using radio, and the good news for radio types is that, despite the growth of new music and media services, they are still listening to it. In fact 88% of those interviewed said they listened to the radio at least once a week, and 72% listen to the radio once a day. The report also reckons that younger listeners are more likely to listen to commercial radio than the BBC, which is good for RadioCentre, who always stress that commercial radio have more young listeners than the BBC whenever the Beeb outperforms the commercial stations in the RAJARs. Perhaps unsurprisingly, the growth of digital media is actually helping radio among this demographic because it expands the ways in which young people can access radio - ie via their TV or the web, or even a mobile.
Commenting on the report, RadioCentre boss Andrew Harrison told reporters: "We repeatedly hear the claims that this demographic is too busy to listen to the radio but RAJAR and our own research says otherwise - digital technology is enhancing the relevance of radio, particularly commercial radio, for younger audiences and is helping to build a secure future for the medium".
The RadioCentre's Head Of Audience Insight Alison Winter added: "This age group are part of a world where digital TV, broadband and downloading music from the internet is commonplace. The fact that they still value the same aspects of radio that audiences always have done suggests that structurally, the medium will retain its relevance and value to them both now and as their lives change".