Radio Still Relevant For Young People
People in the 15-34 age group are sticking with radio as a media format despite the new media explosion, according to results from Emap Advertising and Chrysalis Radio’s first joint insight project.
Radio has been revealed as providing young consumers with a social currency to communicate with friends, acting as a driver and inspiration for their online destinations, the results suggest.
The research brief was devised jointly by Emap and Chrysalis who then used The Inside – Emap Advertising’s unique panel of over 10,000 UK 16+ consumers (see Emap Advertising Launches New Consumer Insight Panel) – to examine the role played by radio in the lives of young adults in the new digital age.
The study found that 84% of young adults use radio content as something to talk to their friends about, 47% of young consumers talk back at the radio, while a quarter often feel like contacting the shows via phone, text or email.
80% confirmed they use radio to keep them up to speed with the latest new music releases, whilst 75% of young consumers say that listening to the radio has influenced them to buy music and 70% of young consumers have been influenced to visit a website by content on radio.
The results suggest that radio has a firm footing in the new media world providing social currency for the young consumer whilst also driving opinion and the purchase decision-making process.
It was announced last month that Emap’s Kiss was to join forces with Chrysalis’ Galaxy to provide easier access to creative solutions and cross-network opportunities for clients to target the young adult audience (see Kiss And Galaxy In Cross-Network Alliance).
In a joint statement released today, Steve Parkinson, marketing communications director of Emap Radio and managing director, Kiss Brand, and Martyn Healy, managing director Galaxy Radio, said:
“Working together Emap and Chrysalis Radio are delighted to be able to reveal these insight findings, providing a unique look into radio’s relationship with the vital youth market.
“The fascinating results indicate radio’s continuing importance in the media mix, as well as the medium’s ability to engage with young people on a daily basis. We look forward to all future aspects of this exciting joint venture and hope we can long continue to bring useful radio insight to our clients and the industry as a whole.”
Emap: 01733 568 900 www.emap.co.uk Chrysalis: 020 7221 2213 www.chrysalis.com