YouTube video has NOT killed radio's star

Teens value analog-era music tipsters


Unfashionable and neglected, radio is still vital to how people discover music.

A Nielsen survey of da yoof finds that radio is still the most popular route for music discovery - nine times more than the internet. It also confirms that recommendations via real-life social networks - friends and relatives - are far more valuable than tips sourced through Web2.0rhea.

Nearly half the 3,000 American teens sampled in the poll heard music new to their ears mostly from a radio station, and just 7 per cent through YouTube, which is the most popular internet source for what you might generously describe as music. But YouTube is the most popular listening source for young Americans. Not so surprising, perhaps, since it's free, ubiquitous and easy to personalise.

Again nearly half of those surveyed had a radio app on their smartphone (47 per cent) and 54 per cent have a music player app installed.

Perhaps these aren't Earth-shattering revelations to anyone outside the new media bubble - but the emphasis on social networking and streaming leads to the value of older media being overlooked.

Interestingly, people find digital music pretty good value: 63 per cent thought digital albums are very or fairly good value, higher than physical CDs at 55 per cent. Convenience is valued over audio quality - at least for this demographic.

You can find more a few more numbers here. ®

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