Das Mediennutzungsverhalten von Jugendlichen bleibt ein brandheißes Thema. Werbetreibende wissen: Es wird immer schwerer, die junge Zielgruppe außerhalb des Internets mit relevanten Botschaften zu adressieren. Zur Radionutzung der Deutschen hat die Horizont unlängst neue Erkenntnisse geliefert. Im Rahmen einer exklusiven Umfrage des Frankfurter Link Instituts für Markt- und Sozialforschung wurden 1.000 Personen nach ihren Nutzungsgewohnheiten befragt – unter anderem auch Jugendliche.
Ich habe mir einmal erlaubt – die Kollegen mögen mir verzeihen – die Ergebnisse der jungen Radiohörer im Alter von 14 bis 19 Jahren separat darzustellen. Das Ergebnis zeigt, dass inzwischen mehr als 21 Prozent der jungen Nutzer Radio am liebsten über das Internet hören. Selbst die eigene Stereoanlage wurde auf die Plätze verwiesen. Auf Rang vier rangiert der MP3-Player, der hier auch zum Empfang von Radiosendungen genutzt wird.
Im Gegensatz zum Autoradio können wir annehmen, dass das Radioprogramm im Internet von den Jugendlichen selbst gewählt wird. Hier sollte also die Streuung für Werbetreibende in der jungen Zielgruppe deutlich geringer sein. Die Mediadaten großer Webradios wie LastFM zeigen folgerichtig auf, dass 2/3 der Nutzer in einem Alter unter 24 Jahren sind. Wie andere Studien zeigen, nutzen inzwischen mehr als 50 Prozent der jungen Internetsurfer nebenbei Audioangebote.
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