Earlier this week, Mark Kassof & company released results from their study on Millenials which indicated their attitude toward traditional radio is much better than “doomsayers” think it is.
|Ranking on a 1 to 5 (best) Scale|
But, notes Kassof, radio is no longer the “center of the audio universe”…it faces numerous challengers. In last week’s online research among Millennials, we studied four of them — iHeartRadio, iTunes Radio, Pandora and Sirius/XM…
At the top: Pandora…39% of Millennials “love it,” edging FM’s 37%. Pandora does have a higher percentage that don’t know (10% versus FM’s 1%) but then, FM has a many-decades ”head start”! Given its lower awareness, the fact that four in ten Millenials love Pandora is very impressive, according to the study: