| Radio Part of a "Technological Tsunami" | |
| Dateline: 04/26/05 | |
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According to a new web survey of Rock listeners, traditional Radio isn't quite as dead as some reports would have you believe. And, although there is increased competition from new technologies, traditional Radio is still holding its own - for the moment.
The poll by Jacobs Media found that Rock listeners are actively involved with other media, including IMing, text messaging on cell phones, and video game play. This is especially true with younger listeners, who provide clues about what adults will be doing in the next few years. The web poll was conducted during March - April among more than 19,000 listeners of Classic Rock, Active Rock, and Alternative radio stations from around the U.S. However, radio and more mature media, such as television, still garner the largest segment of media usage. "It's clear that we are in the midst of a technological tsunami that's impacting all media," said Jacobs Media President Fred Jacobs.
"Rock radio listeners are enjoying and utilizing many of the new ways to receive music and information, but it's also too early to make funeral arrangements for radio." Jacobs Media put their findings into the Media Usage Pyramid below. The "pyramid" mixes and matches media usage. Radio, television, and Internet usage are measured based on one hour daily or more. The other activities on the "pyramid" are based on weekly usage or more.
One of the big findings involves iPods and similar portable mp3 players. More than one-fifth (21%) of the sample already own one. Of those who do not, four in ten (43%) say they are very or somewhat likely to purchase one this year. Yet, two-thirds (67%) of the Rock Radio audience disagree with the notion that iPod-like devices will replace radio for music anytime soon.
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