Radio s Future in Focus: What Millennials REALLY Think

Millennials Describe Radio Millennials Describe Radio

Meet the Millennials Meet the Millennials

What is Your Favorite Electronic Gadget? What is Your Favorite Electronic Gadget?

The number of teens who own any type of music player jumped 15% over the last year Ownership of any type of MP3 (ipod/ non-ipod) has increased from 27% in 2005 to 42% in 2006 among teens 12-17 years old. Of those who currently own a music player, 77% own an ipod, up from 74% in 2005 88% of teens who said they were going to buy a music player within the next year said they would buy an ipod Of those who use an online music service, 71% use itunes, up from 64% in 2005 Source: 2006 Arbitron Inc. Internet and Multimedia 2006: On-Demand Media Explodes Infinite Loop; ipod Continue to Dominate Teen Music Scene ; Jacqui Cheng, April 7, 2006

Percent spending less time with medium due to time spent online Teens spending less time Radio with traditional 31% media due to the internet TV Newspaper 38% Magazine 43% 44% Source: 2006 Arbitron Inc. Internet and Multimedia 2006: The Wonder Years: Media Trends Among Teenagers

My Favorite Form of Media My Favorite Form of Media

Young adults (12-17 yrs) spend an average of 11 hours per week surfing the web 79% visit game sites More the 1/3 visit music sites 94% own a gaming device More than half prefer gaming to watching TV Almost 1/2 visit movie sites such as Napoleon Dynamite Source: Research Brief; Speak to Young Consumers in Their Medium ; October 26, 2005

Why I Am Listening Less? Why I Am Listening Less?

Why is TSL Down? Why is TSL Down?

Young Adults Say They Can t Live Without PC 0 10 20 30 TV Mobile Phone Game Console Car Other Stereo Music/MP3s Source: Research Brief; Speak to Young Consumers in Their Medium ; October 26, 2005

Radio s Role in Daily Lives Radio s Role in Daily Lives

Radio is Simply Convenient Radio is Simply Convenient

Local Matters Local Matters

Props to Radio Websites Props to Radio Websites

What Teens Do Online Email Entertainment Games 81 84 89 News IM 76 75 College Info Shopping Hard Discussion Topics 22 43 57 0 30 60 90 Source: Pew Internet & American Life Project; July 27, 2005

Radio Listening in the Car Radio Listening in the Car

Comparing Radio to ipod Listening Comparing Radio to ipod Listening

85% of teens - twenty something year olds would choose to listen to music from their MP3 players rather than traditional radio 54% would rather listen to radio over the internet 30% would choose terrestrial radio 31% said they were exposed to new music over the radio 72% said they were exposed to new music on the internet Source: USC Media lab, How to Make Music radio Appealing to the Next Generation ; December 8, 2005

New Music Discovery New Music Discovery

Most Teens Who Download Music Think it is Easy to Get Free Music 51% of online teens download music 31% of online teens download video 75% of music downloaders think it is unrealistic to expect people to self-regulate Source: Pew Internet & American Life Project; Teen Content Creators and Consumers ; November 2, 2005

Many of the teens that visit social networking websites are seeking advice or giving advice before buying Source: RBR/TVBR Media Mix; Targeting Gen Y Shoppers ; September 6, 2006

New Music from Unlikely Places New Music from Unlikely Places

61% of of teen those web who users visited have a gone social to networking an online social site networking became members site such as MySpace 70 68 54 35 0 Females Males Source: Media Post Publications; Three in Five teens Visit Social Networking Site ; June 13, 2006

57% of online teens create their own content on the internet 33% share artwork, photos, stories, videos 32% create webpage & blogs for others 22% create personal webpage 19% (approx. 4 million) have created their own journal or blog 38% (approx. 8 million) read blogs 25% girls 15-17 yrs are most likely to blog Source: Pew Internet & American Life Project; Teen Content Creators and Consumers ; November 2, 2005

Millennial s Radio Listening Millennial s Radio Listening

Internet Radio Listening is Up 40% from Last Year Growth stimulated by 12-22 yrs age demo Nearly 30% of 12-22 year olds have listened to internet radio at least once per week Nearly 40% of 12-22 year olds have listened to internet radio at least once per month Source: Bridge Ratings; Satellite Radio Preferences ; April 12, 2006

The Generation Gap The Generation Gap

The Communication Gap The Communication Gap

What Millennials Think About Satellite Radio What Millennials Think About Satellite Radio

6% of web users (approx. 9 million) have downloaded audio podcasts 18-24 year olds are twice as likely as the average user to download audio podcasts Source: RBR/TVBR Media Mix; Podcasting gains important foothold among US adults online ; July 12, 2006

Podcasting Podcasting

Over half of teens show an interest in HD Radio 50.000 43 33.333 16.667 10 Very Interested 0 Somewhat Interested Source: 2006 Arbitron Inc. Internet and Multimedia 2006: The Wonder Years: Media Trends Among Teenagers

What is HD Radio? What is HD Radio?

What Drives You Crazy About Radio! What Drives You Crazy About Radio!

Making Radio for Millennials Making Radio for Millennials

What Would You Do? What Would You Do?

Radio s Future in Focus: Re-Engaging the Next Generation of Radio Listeners

Radio is a default medium based heavily on convenience. Should other media appear as convenient as radio, especially in the car, radio listening among these young people would be seriously jeopardized. Engage youth with more compelling content to rise above convenience factor. Push your radio programming wherever audio can go. Serve it up when, where and how they can listen. the

If enough local radio stations do not begin targeting those under 25, then why should they listen? If radio doesn t care about them, why should they care about radio? Radio must aggressively pursue listeners under 25. New formats, fresh approaches, mold-breaking approaches required...including participatory media. Improved business models needed to integrate new media revenue streams with traditional advertising

Millennials are screaming for radio that is for them, not their parents. Stop ignoring their pleas. Give them what they want, starting with...content FOR THEM: Heavy new music exposure. More titles, more daring, less repetition. New music access. When they hear they should be able to buy it. Cut the B.S. and make it real.

Stop ignoring their pleas. Give them what they want, including: More adventuresome formats that cater to their wider music tastes and are less predictable. Online music streams are great opportunities today. HD radio holds promise for the future.

Stop ignoring their pleas. Give them what they want, including: Robust websites that go where the station can t go with more new music, more diversity, more community, more participation, no limits. Stream, podcast, engage and galvanize.

Stop ignoring their pleas. Give them what they want, including: Building vibrant local communities through the radio station and extending through its website and the interactions of its communities. Every youth-targeted radio station is a platform for a unique local social network.

HD Radio holds promise, if fulfilled. Appeal to their expansive tastes with more targeted, less regimented programming for America s youth. Keep it easy, cheap (free) and convenient.

Radio is in a position to go either way inside these youngster s lives. If radio chooses to not cater to millennials, then they will easily live a fulfilled media life without radio. If radio chooses to seize the day and serve the next generation of listeners, radio will be richly rewarded.

Mike s Soapbox: Seize the Day

Radio s Future in Focus: What Millennials REALLY Think www.paragonmediastrategies.com