While UK
consumers as a whole still love radio, teens are much less keen, according to eMarketer.com.
According to a May 2013 Audiometrics study, 35% of UK
internet users preferred to listen to audio on the radio. This most traditional
of audio-listening devices was the most popular by quite some distance, with
listening on the computer/laptop coming in a distant second, cited by just 16%
of respondents.
The same study also delved into the listening habits of the UK teen
demographic (those ages 15 to 19), and the results were starkly different.
Among UK
teen internet users, just 3% of respondents cited radio as the preferred device
for listening to audio. Instead, results were heavily skewed toward mobile devices,
with 36% preferring to listen on their smartphone or mobile phone, and a
further 35% choosing an MP3 device. The clear indication is that teens are
embracing digital platforms when it comes to audio, and they are very much
about mobility.
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