Here are a few of the significant findings:
1) 12-24 year-old Americans reported Internet usage of two hours and fifty-two minutes per day, roughly triple this age group's reported usage from 2000 (59 minutes).
2) 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%).
3) 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.
4) More than four in five 12-24s own a mobile phone in 2010 (up from only 29% in 2000), and these young Americans are using these phones as media convergence devices. 50% of younger mobile phone users have played games on their phones, 45% have accessed social networking sites, and 40% have used their phones to listen to music stored on their phones.
6) Music tastes have shifted among 12-24s over the past decade: those radio listeners who indicated that Top 40/Pop stations were their favorite have more than doubled, while Alternative Rock stations were selected by half as many listeners in 2010 as in 2000.
7) Today's 22-34s have significantly changed their media consumption habits since the first study in this series 10 years ago. In 2000, 44% of 12-24s most often began their day by listening to the radio. Today, radio continues to lead, with 29% of that same cohort (today's 22-34 year-olds) reporting that radio is the medium they use most in the morning, while Television (25%) and the Internet (23%) have gained significantly.
Providing that none of this data is skewed (no guarantee there), radio is currently listened to more, and has a greater influence, than anyone thought. Not only that, the type of music being listening to by the group (Top 40) is a surprise. All that being said, I'd like to read the entire survey myself before drawing too many conclusions, but the points above sure are interesting.
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