For Immediate Release:
Wednesday March 14, 2007
Generation Y Media Consumption
"Walk About" Listening Not So Traditional
A new Bridge Ratings report released today defines a new mode of listening among media consumers born between 1980 and 1993, also known as Generation "Y".
Walk around any city, school campus or workplace in 2007 and the tech generation has ear buds, ear phones or ear plugs dangling from their ears preferably with long chords to give them freedom of movement. This dominant form of listening to MP3 players (most likely to be Apple iPods) is so prevalent that in some situations it is a detriment to communication and has significantly affected the way this generation interacts - or rather - doesn't interact with each other.
The goal of this latest study conducted between October 1, 2006 and March 1, 2007 was to update previous Bridge Ratings studies of media consumption by Gen-Y and to clarify true listening behaviors of this life group when considering traditional radio, MP3 players, Internet radio, satellite radio and selected web sites frequented by 14-27 year olds.
Terrestrial Radio Listening Attrition
Now considered a reality by most, Gen-Y's use of traditional media will atrophy over time unless more focus is placed on addressing the needs, tastes and views of today's 14-27 year olds. Perhaps the most vulnerable to this attrition of use is traditional radio. The following chart represents the trend of weekly listening by this demographic through 2020. This project is based on interviews conducted over the past year and assumes no new radio formats or marketing or other compelling changes will be offered to this consumer group. Left unabated, future prospects for traditional radio's audience levels are dim.
With nearly 90% of Gen-Y listening to traditional (AM or FM) radio in 2003, new media options - most notably the Internet - are driving down daily consumption rates. Should traditional radio not succeed in developing appealing and compelling new content, weekly use is projected to drop to less than a composite 40% by 2020.
Ease of Use
At one time, traditional radio had several claims of exclusivity or appeal: its localism, in-car availability, ease of use and targeted programming formats. Today the uniqueness or exclusivity traditional radio enjoyed in the past is evaporating under the heat of new media and mobile media options. Cell phones, computers and MP3 players are key to deteriorating much of radio's uniqueness now giving Gen-Y and others control over what and when they listen - on-demand programming - all contributing to the trend line above.
However, when we asked our sample to rate several media based on ease of use, traditional radio still is king even with the younger generation. For the purpose of this study, "Ease of Use" was defined as "an audio medium which requires the least effort to utilize - a medium which will deliver its content to you in the fewest, simples steps." The following chart shows how traditional radio stacks up against others:
This dominance in "ease of use" represents a key area for traditional radio. When considering "iPod fatigue" and the fact that in-car Internet radio is still a considerable distance from becoming a mass appeal offering, traditional radio has the benefit of a very easy-to-use technology where push button ease brings broadcast content to the consumer more quickly than anything else. Ultimately, most people would rather take the easiest route to content delivery, one reason why Podcasting/Netcasting has not seen the growth formerly expected.
Teen Media Use Trending
Consumption of media by teen members of this study reveals a recent rebound for television with this highly tech-focused group. Teen use of TV is down sharply to (2:25 per day) from the four hour number we first tracked in 2001 with the predominance of TV's former time siphoned by the Internet, cell phones and MP3 players. A chart later in this report shows that Television viewing with the sound up doesn't lend itself well to multitasking of media because it is a medium that consumes attention when watched properly. Concurrent use of TV with the sound down or off is considerably higher with other media.
Gen-Y's Media Use Comparisons
We've all suspected that new technology impacts use of traditional media. The following chart graphically shows how TV and radio have fared over the last three years with Generation Y:
Concurrent Use Trends
Part of the problem lies in the multiple media offerings and how well acclimated Gen-Y has become to consuming two or more of these media simultaneously. Concurrent media use or multi-tasking seems destined to be a mainstay for this generation as the following chart shows comparing concurrent use from the 2006 and 2007 studies:
Audio Device Usage During Specific Activities
Study results when looking at devices used by Gen-Y at various activities and locations is even more revealing. The chart below compares various device use for typical activities. During walking around or running which includes all exercising, the MP3 player clearly is the preferred device though it is interesting to note that even CD players slightly edge out traditional radio with the group.
Interestingly, traditional radio still claims a strong edge in-car with Gen-Y in spite of an avalanche of media coverage to the contrary. 64% of the Generation-Y sample group still listens to traditional AM/FM radio in-car as MP3 players begin to gain footing in-car.
Marketing to Gen-Y
Reaching this mobil generation through marketing has become a challenge and building relationships with them is the key whether the product is an energy drink or media. Some of the keys to unlocking access to this generation are:
Creativity - New generations are considered "digital natives"; text and graphics are a bigger part of their digital world than even audio and video content. Marketing/Advertising will need to evolve so that it can deliver dozens of targeted creatives instead of a few "one size fits all" commercials.
Language - Gen-Y uses instant messaging (IMing) as their primary communication choice. Email is no longer a factor for this life group - it's just too impersonal and not immediate enough. Language of abbreviations and slang fill their text messages. Marketers must learn this language and use it to communicate.
Content - Developers of media content are ignoring the interests of this generation and they cannot understand why. News, for example, is commonly believed to be of little or no interest to Gen Y, but to hear members of this life group tell it, there is nothing further from the truth. More realistically, Gen Y is bored with the same old presentation and news stories that don't cater to their tastes.
Gen Yers are "Influencers" by nature, and they will influence younger and older decision-makers. New devices and services will be bought by/for them, they will encourage older populations to "get with it" and join them, and they will be emulated by younger generations trying to be like them.
The increased usage of multiple devices and services will continue to erode time available for more conventional media choices as media becomes more of an "on-demand" experience—as opposed to a time- or location-based experience. The phenomenon of media multitasking is now in effect: Young influencers regularly watch television, text message and Web surf simultaneously—creating a very convoluted media experience.
The Internet and associated applications are dominant media sources in their lives. They seek out new and improved media that have different consumption patterns than other groups. In order to reach, connect and engage these emerging decision-makers, marketers must first embrace them.
Sample for this study was 2922 persons 14-27. Sample error: +/- 1.8%
Study conducted by random digit telephone dialing October 1, 2006 - March 1, 2007
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