Radio Tunes Into Youth

Capital Radio London has announced the results of a youth research study which examines the unique role that radio plays in young Londoners’ lives. The research has received full IPA approval.

Media in general and radio in particular were found to fulfill different needs for young people as they pass through puberty. During pre-puberty media tends to be lightweight, entertaining and distracting. Young children still rely on their parents to lead the way on media choice and often copy the media consumption habits of the rest of the family.

During puberty, media consumption shifts more into the private domain of the bedroom; this reflects the adolescents increasing independence from parental guidance. This group tends to actively choose entertainment and information which they know differentiate their own tastes from the rest of the family.

In post-puberty, media becomes a window into adult life. Media choice can lead, influence and reflect new discoveries born of increased autonomy. This group is very much aware that their own choice of music alienates their parents and relishes the opportunity to exclude them from this newly discovered world. Parents have virtually no influence on media choice at this stage.

The main conclusion of the survey was that radio is an under-exploited advertising medium with enormous potential for youth advertisers.

Capital Radio: 0171 766 6300