New research suggests the iPod – rather than the Internet, 3G or media fragmentation – will have the greatest impact on the future of radio. The research, undertaken by The Knowledge Agency, found interest in the iPod among 18-30 year-olds to be “phenomenal”.
“Two consumer trends have contributed to the popularity of MP3 players and the growth of music downloading, and both present the radio industry with a knock-on effect. The first is the shift towards personalization. The second is a growing demand from younger consumers to have greater control over their media. As a result, 18 to 30 year-old radio listeners now want content that is more personalised and more directly relevant to their own tastes and needs.”