Miércoles 25 de Julio de 2007, Ip nº 200

Younger listeners abandoning radio
Teenagers and young adults are turning away from conventional radio, probably so they can listen to digital music players and online music, according to a new study from Statistics Canada.

Teens aged 12 to 17 listened to a mere 7.6 hours a week of radio, according to a survey taken in fall 2006.

That's down from 8.6 hours in 2005 and 11.3 hours in 1996.

The trend away from radio listening seems to reflect a preference for music on digital players such as iPods or new music heard over the internet, Statistics Canada said.

Among young adult men aged 18-24, listening fell to 13.7 hours a week from 15.1 in 2005, and young women listened to only 14.6 hours a week, down from 15.4.

By comparison, the average Canadian tuned into the radio for 18.6 hours a week.

Senior women continued to be the most frequent radio listeners, saying they had the radio on for 22.7 hours per week, while senior men listened to 19.5 hours.

CBC Radio was the most popular station for senior men and women across Canada, and least popular among young adults.

The most popular radio formats vary widely across the country, with Albertans more likely to listen to country and golden oldies, and Newfoundland and Labrador residents most likely to choose talk radio.

Overall, adult contemporary music was still the first choice of Canadians on the radio, capturing 22.3 per cent of listeners, followed by golden oldies, with 13.9 per cent.

The CBC was third place in overall format ranking in 2006, with an 11.6 per cent share of the total listening audience. It rebounded from 2005, when a labour disruption reduced its share of listeners to less than nine per cent.

British Columbians and Nova Scotians are particularly keen on their CBC stations, with about 17 per cent of the audience in those provinces tuning in.


  26/06/2007. CBC.ca.