A survey of 35,000 radio listeners found that local radio stations would do well to better integrate their websites, and offer streaming channels, podcasts and ringtones to cater to growing interest from the key 18-29 year-old demographic. The MediaSpan study, performed by Frank N. Magid Associates, shows that 40 percent of these radio listeners access streaming radio stations weekly; 28 percent said they downloaded music monthly, with 14 percent saying they "purchased" their songs; 11 percent said they downloaded podcasts monthly, and 26 percent said they download ringtones every month.
Many of the survey respondents, who were culled from 73 radio station websites, said they would download this content from radio station sites if it were available. "The study clearly showed that on-air radio has a complementary audience, online that is young, affluent, highly attractive to advertisers, and looking for unique content," said MediaSpan's Mark Zagorski. "In order for stations to renew and grow their audience relationships with a new generation of listeners, they will need to incorporate new media activities such as podcasts, streaming and integrated music downloads into their daily on-air and online programming."
Many of the survey respondents, who were culled from 73 radio station websites, said they would download this content from radio station sites if it were available. "The study clearly showed that on-air radio has a complementary audience, online that is young, affluent, highly attractive to advertisers, and looking for unique content," said MediaSpan's Mark Zagorski. "In order for stations to renew and grow their audience relationships with a new generation of listeners, they will need to incorporate new media activities such as podcasts, streaming and integrated music downloads into their daily on-air and online programming."