"What Happened to our Audience?" Radio and New Technology Uses and Gratifications Among Young Adult Users

Recent industry research in the United States suggests younger audiences are leaving terrestrial radio for new technologies like MP3 players, Internet radio, and satellite radio. This paper presents findings from a survey of 430 undergraduate students regarding their uses and gratifications of these...

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Bibliographic Details
Published in:Journal of radio studies 2007-11, Vol.14 (2), p.92-101
Main Authors: Albarran, Alan B., Anderson, Tonya, Bejar, Ligia Garcia, Bussart, Anna L., Daggett, Elizabeth, Gibson, Sarah, Gorman, Matt, Greer, Danny, Guo, Miao, Horst, Jennifer L., Khalaf, Tania, Lay, John Phillip, McCracken, Michael, Mott, Bill, Way, Heather
Format: Article
Language:English
Subjects:
College students
Communication research
Consumer behavior
High technology industries
Music
Radio broadcasting
Technological change
Technological innovations
Theory
United States
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Summary:Recent industry research in the United States suggests younger audiences are leaving terrestrial radio for new technologies like MP3 players, Internet radio, and satellite radio. This paper presents findings from a survey of 430 undergraduate students regarding their uses and gratifications of these new technologies. The sample consisted entirely of young adults age 18-24, where the likelihood of new media use and adoption is expected to be high. The situation in the U.S. may describe similar patterns in other countries. The study discusses the theoretical and practical implications of the findings, and the potential impact on terrestrial radio.
ISSN:1095-5046
1937-6529
1937-6537
DOI:10.1080/10955040701583171