From the Paragon Media Strategies blog: "There are 3 new mediums that have seriously affected radio Time Spent Listening (TSL). Two allow the listener to be a producer and the third is a sleeper that could further seriously impact radio.

"When we asked 14-24 year olds how much ownership/use of a new media device had affected their radio listening, iPods/MP3 Players and Personalized/Mix CDs took the biggest bite out of radio TSL. What’s interesting about this is that the iPod and personalized CDs are something the listener or a friend had a hand in producing…

"When asked open-ended why they were listening to radio less, ‘Listening over the internet’ popped up [see chart above]…

"The next generation of 25-54 year olds is saying that listening over the Internet is a significant reason for listening to radio less. While iPods/MP3 Players’ and personalized CDs’ market penetration may have peaked, the threat to terrestrial radio from the Internet appears ominous. It behooves radio stations to be part of the menu as young listeners go to the Internet for a significant part of their audio experience."

Read Paragon’s blog here. Paragon’s Youth Radio Study can be found here (registration required).

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