Monday, February 11, 2013

Under 18: is radio still relevant? Yes!


2013 Humber Radio student Jamie Balogun http://ca.linkedin.com/pub/jamie-balogun/63/8ba/863/
launched an ambitious research project into the radio listening habits of people under the age of 18.

Jamie went into three Toronto area schools and surveyed 100 people under the age of 18 and asked the following questions:

What radio stations do kids (surveyed) under 18 listen to most (in Toronto)?

#1) Flow 93.5 – 39%

#2) Virgin 99.9 – 23%

#3) Kiss 92.5 – 19%

#4) 102.1 The Edge – 8%

#5) Z103.5 – 4%

#6) Boom 97.3 – 4%

#7) CBC Radio – 2%

#8) G98.7 – 1%


How often do kids (surveyed) listen to radio each week?

#1) 1-3 hours – 77%

#2) 6-10 hours – 13%

#3) 3-5 hours – 7%

#4) Less than 1 hour – 3%


Where do kids (surveyed) go to listen to music the most?

#1) Smartphone – 64%

#2) iPod – 21%

#3) Computer/Internet – 9%

#4) Radio – 6%

What do kids (surveyed) like the most about radio?

#1) Music – 80%

#2) Announcers – 17%

#3) News/Traffic/Gossip – 3%


What do kids (surveyed) hate about radio?

#1) Commercials – 74%

#2) Announcers talking too much – 14%

#3) Static – 12%


If kids (surveyed) could change one thing about the radio, what would it be?

#1) Less commercials – 58%

#2) More music – 23%

#3) More contests/prizes – 12%

#4) More age relevant topics – 7%


What topics do kids (surveyed) enjoying listening to?

#1) Pop culture/gossip – 65%

#2) News – 22%

#3) General interest/talk radio – 13%

What programming do kids (surveyed) not enjoy listening to?

#1) News – 61%

#2) Sports – 39%


Do kids (surveyed) still find radio an effective medium?

#1) Yes – 72%

#2) No – 28%

Jamie's findings indicate that radio remains alive and well in Toronto because there are existing stations that are programming to this age group. If none of these stations existed, how many future stakeholders would be listening? You, as the future programmers of radio, need to keep your future audience (customers) in mind! Kids count, and radio needs to count on kids!