The iPod Generation/ Ofcom Report (July 04)

Ofcom: The iPod Generation: Devices and Desires of the Next Generation of Radio Listeners Research into the listening preferences of younger people, aged 18-30. July 2004

As part of its review of Digital Radio, currently underway, Ofcom recently carried out research into the listening preferences of younger people, aged 18-30 - the 'text generation'. We wanted to find out more about how they listen to music and the sorts of devices they use and would like to use in the future and how important downloading music is to them.

In June we conducted three workshops, in London, Edinburgh and Cardiff, and 24 in-depth interviews. We also carried out a survey of 1,000 people across Britain, using MORI's omnibus questionnaire.

The results have important implications for the future of radio in the UK.

+ Source: Ofcom
+ Report available here


+ Related:

Tuning into generation iPod
Guardian | Monday July 19, 2004
The rise of portable MP3 players poses a threat to radio. Meg Carter reports on how the older industry plans to fight back

Given the choice between hearing your favourite tracks in tip-top quality whenever you want on an iPod or hoping they'll crop up next on a radio station's playlist, who wouldn't prefer Apple's latest must-have toy? Small wonder, then, that new research suggests the iPod, rather than the net, 3G or media fragmentation, will have the greatest impact on the future of radio. But while MP3 players pose an obvious threat, they present opportunities, too, which the radio industry must now tackle.
(...)

+ Source here