Young people turn to radio as trusted medium says RAB

by Emma Barnett Media Week 29-Apr-08, 07:30

LONDON - Radio attracts a higher proportion of 15 to 24-year-olds than any other medium, and their consumption increases if they listen on digital platforms, according to the Radio Advertising Bureau.

The body's Digital Natives study, which polled 1,000 15 to 24-year-olds who listen to both commercial and non-commercial radio, found that 88% of this group listens to radio each week, compared with 84% who watch TV or use the internet.

It also found that this age group's average radio listening hours are significantly higher if they listen to radio via digital platforms. If they listen to radio on the internet, the RAB said, the average number of listening hours is 25% higher than when listening on analogue.

Alison Winter, head of audience insight at the RAB, said the study was undertaken in part to challenge the misperception that radio was not performing well for 15 to 24-year-olds.

Winter highlighted one of the report's other key findings, that 71% of this group claim that radio "keeps them company", while only 45% said they use the internet for company.

In addition, 46% of respondents described radio as trustworthy, while only 15% of respondents felt the same way about newspapers.

Winter added: "The most interesting results for us were these attitudinal figures, which really prove that there is still a strong emotional relationship between young people and radio."