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Kids embrace iPods rather than Radio

Did you know that almost one-third of mp3 player users are kids 10 or younger?

I’ll bet you didn’t.

Did you know that 40% of 6 to 8-year-olds own an mp3 player?

Or that 60% of 13 to 18-year-olds do?

Our youth are being raised on a diet of media control and extreme customization.

The consequences for how we program and market to this demo today – and as they mature – are profound.

As every smoker knows, lifetime habits are shaped during your youth. We can’t prevent a generation of listeners from embracing mp3 players, but we most definitely can make sure we’re embracing the listeners who are doing the embracing. We can make sure we’re a part of their iPods and a part of their lives.

And to do that we’re going to have to care about youth oriented stations and find a way to monetize our efforts there. We’re going to have to inject a spark of engagement into these stations like never before. We’re going to have to convert the monologue into a dialogue and the dialogue into a conversation. We’re going to have to open up the airwaves for their input and their voices and their production and their content.

Staying relevant for the future is not about launching a social network.

It’s about being a brand worth joining a social network for.

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