@gordonbowman

One excellent presentation during the Radio Show was Edison Research‘s American Youth Study 2010, which is “a significant survey of the media and technology habits of America’s 12-24 year-olds.” Sponsored by publication Radio-Info, the study looks at the media use behaviors of 12-24 year olds.

Some of the findings, bulleted:

• Radio continues to be the medium most often used for music discovery, with 51% of 12-24 year-olds reporting that they “frequently” find out about new music by listening to the radio. Other significant sources include friends (46%), YouTube (31%) and social networking sites (16%).
• 20% of 12-24s have listened to Pandora in the last month, with 13% indicating usage in the past week. By comparison, 6% of 12-24s indicated they have listened to online streams from terrestrial AM/FM stations in the past week.
• More than four in five 12-24s own a mobile phone in 2010 (up from only 29% in 2000). 40% have used their phones to listen to music stored on their phones.

 

Audio4cast gave a great summary of Edison Research's American Youth Study here. That second bullet point is what really stuck out to me: Pandora accounts for more listening among 12-24s than all other Internet streams combined. It really hits home with my other post that Pandora is the clear leader in top-of-mind awareness among Internet-only music providers.

Here's the full presentation from Edison Research: