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Pew Report on Teens, No Mention of Radio
The Pew Internet & American Life Project's "Teens and Technology" report (linked below) has many items that show teenagers are tech-sharp:
83% of all the teenagers we surveyed state that “most”
of the people they know use the internet.
One in four cell phone-owning teens have used their
phone to connect to the internet.
75% of online teens — or about two-thirds of all teenagers
— use instant messaging.
31% have sent music or video files via IM
(Instant Messaging).
Unfortunately for radio professionals, one of the most interesting observations about teens online is made when you use your "search" to scan this report's 57 pages for the word "radio". It doesn't exist.
For those who are programming and fighting to stay in the public's eye, the fact that 12-17-year-olds aren't listing radio as an online objective shouldn't be a surprise. It's been pointed to in many RRadio Network surveys here. (The most recent has only 6.8% of 2,032 respondents in that age group.)
Despite thousands of stations with an online presence, few have done anything to keep youth, online or off. Now that group is offering a payback by ignoring radio stations. It's a move that radio will find hard to recover from.
Related Article:
Pew - "Teens and Technology"
PDF File
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Posted:
11:39 7/28/2005
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