What's New At Bridge Ratings

Bridge Ratings Youth Audience Tracking Study 2005 - Update

For Immediate Release:

Monday, December 5, 2005

Youths Spending More Time with Traditional Radio

Bridge Ratings & Research recently concluded the second phase of its on-going study of the media habits of 15-24 year olds. While the first phase (Youth Audience Tracking Study 8.29.05) confirmed perceptions that young people are spending less time listening to the radio as a result of using the Internet, this update uncovers new youth perceptions that radio can win them back!

This segment of the study conducted between July and November of 2005 found that 15% of 15-24 year olds are listening to less radio as a result of their time on the Internet, while over two-thirds (63%) are spending the same amount of time. 22% indicate that they would listen more to traditional radio if there was a radio station programmed specifically to them.

The study also found that young people are spending almost a third of their total media time (35%) online (up from 32%), more than watching television (29%), listening to the radio (25%) and reading magazines or newspapers (10%). In comparison, the average U.S. citizen spends, 22% of their media activity with the Internet.

The study revealed that music dominates online activity for this age group with the Internet providing a cheaper and more convenient means of purchasing and downloading tracks. 33% of 15-24 year olds are now buying music online compared to 18% one year ago and 27% earlier this year. 39% of this age group still visit and purchase traditional brick and mortar music stores, up from 31% a year ago.

More than half of those questioned (55% up from 47% in June) are prepared to pay for music download services, 49% prefer free downloads and 56% of youths in this age group listen to music online or through a digital music player (MP3) device now instead of elsewhere.

More than half (58%) spend time using on-line instant messaging applications to communicate with friends over the Internet. More than a third (38%) admit to talking less on the phone now that they are online.

The study used a sample of 2800 people aged 15-24 years in Dallas, Washington, DC, Chicago, Denver, Los Angeles, Portland (OR) and St. Louis (MO).

Youth Audience Erosion to New Media

Youth 15-24 Years Daily Time Spent with Media Devices(Hrs:Mins)
	TV	Radio	Internet	Magazines	Cellphone	Newspapers
11/2005	2:20	1:45	2:30	:40	1:25	:12
06/2005	2:15	1:52	2:25	:46	1:13	:15
2004	2:44	2:10	2:05	:50	1:02	:17

Youth 15-24 Years % of Total Media Time
	TV	Radio	Internet	Magazines	Newspapers
11/2005	29%	25%	35%	9%	3%
06/2005	30%	27%	32%	8%	3%
2004	34%	30%	22%	8%	6%

Youth 15-24 Years Music Consumption Sources (% Using)
	Online Download	Radio	MP3 Players	Online Streaming	Brick & Mortar Stores
11/05	33%	93%	42%	31%	39%
06/05	27%	94%	38%	18%	38%
2004	17%	96%	22%	9%	31%

Data released December 5, 2005

"Regarding the following media, are you spending More, The Same or Less time with each than you were 6 months ago?"
Media	More	Same	Less
TV	18%	61%	21%
Internet	55%	40%	5%
MP3 Players	63%	27%	10%
Radio	22%	63%	15%

Data released August 20, 2005

"Regarding the following media, are you spending More, The Same or Less time with each than you were 6 months ago?"
Media	More	Same	Less
TV	17%	63%	20%
Internet	55%	38%	7%
MP3 Players	73%	22%	5%
Radio	13%	67%	20%

For additional information, contact Dave Van Dyke at 818.291.6420.

Bridge Ratings is a ratings and research company based in Glendale, California. We are dedicated to providing on-going, immediate, reliable, useable and affordable audience measurement services for the radio industry. Our methodology is based on sound consumer research principles. We are in the business of tracking listeners - not listening. Because we are a true research company we offer flexibility

Back to Press Releases