In yesterday’s blog, we talked about how the automakers may need to pay more attention to teens in order to better understand how consumers will eventually use dashboard media.
Too bad that radio never took that advice. A new study from Coleman Insights indicates that we’re at a techno “tipping point” when it comes to teens and the ways they use new gadgets and media to access and enjoy music.
Of course, that’s what our “Bedroom Project” was all about, and many of you remember those storytelling videos. But Jon’s research inspired me to go back to our most recent Tech Poll, and just focus on those who are under 18. It’s a sample of nearly 500 young Rock listeners, and their tech reality differs greatly from their older counterparts.
Here’s how to read this Media Usage Pyramid. The pyramid is constructed in the same order as the total sample, so when you see various dimensions “widen,” it’s a deviation from the norm. So, at the very bottom, 85% of our teens own their own cell phone, while only 81% listen to the radio at least an hour a day. That radio listening percentage is lower than for any other age group, and it speaks to the phenomenon that Jon reports in his study. (TV viewing is also on the low side.)
But check out Internet use (at least one hour/day). It’s at 93% and leads all other activities/media. We also have exceptionally high numbers for iPod/mp3 player ownership (87%), video streaming and social networking site usage (both with 80%), and of course, lots of text messaging (61%). But between the Internet, iPods, sharing music and thoughts on MySpace and Facebook, and using texting as a conduit to friends, these teens are on very different platforms than many adults.
Bottom line? It doesn’t look like the 25-54 data at all. And that’s the point. Radio’s been talking to aging audiences to determine the status quo for at least two decades – instead of talking to the tech movers and shakers – teens – and attempting to understand what’s next. Studying those waterfalls heading upward would be a smart investment in time and money for a medium that’s struggling to get its mojo back.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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