By Toni Fitzgerald, Media Life Magazine
December 14, 2015
When you think of Millennials and media, the first thing that pops in your head is probably a smartphone. Then you may think of a tablet or a laptop.
Or maybe one of those cool connected TV devices, such as the Amazon Fire TV Stick or Google Chromecast, or a PlayStation.
You probably don’t think of radio when you think of these young people. But probably you should.
A new report from Nielsen finds radio has a wider reach each week among adults 18-34 than any other medium.
The data comes from the measurement company’s first-ever Comparable Metrics Report, which aims to make apples-to-apples comparisons between different media for a better picture of what people are consuming.
It finds that, among 18-34s, 91 percent use terrestrial radio each week.
That’s more even than smartphones, at 82 percent, TV connected devices, at 49 percent, and tablets, at 33 percent.
It’s also well ahead of TV, at 76 percent.
The Nielsen study looked at other demographics as well, including people 35-49 and over 50. For all adults and adults 35-49, radio’s weekly reach trumped all other media, though radio and TV were equal at 91 percent among those over 50.
Why does traditional radio continue to resonate with young people, at a time when they have so many options?
Nielsen says in part it’s because the medium has established itself so effectively as the place to find new music, which young people have always been drawn to.
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