REPORT: RADIO STILL PRIMARY MUSIC SOURCE Ken Tucker – Billboard Radio is still the primary source for listening to music and learning about new music, according to a just-released study from Paragon Media Strategies. The study focused on new media usage and its effect on terrestrial radio.
In response to the question “What is your primary source for listening to music?," 51% of the respondents said "radio," while “purchased CDs" was second at 30%.
Asked where they learned about new music, 48% of those surveyed said "radio," 20% cited “word of mouth” and 18% mentioned “television.”
Meanwhile, television is still the dominant media when it comes to learning about news and information (54%), followed by radio (16%), newspapers/magazines (14%) and the Internet (9%), according to the study.
The random national phone study, the third in a three-part series, was based on the views of 400 respondents between the ages of 15 and 64. Complete survey results are available at www.paragonmediastrategies.com. |