New research by Bauer shows that radio is the number one destination for listeners to find out about new music.
The survey was created by Bauer Radio to find out how active online listeners view the role of radio in the music mix.
88% of Passion Portfolio listeners had consumed music through Radio in the last week, compared to 61% via an iPod/MP3 player, 56% through TV music channels, 50% through internet video sites, 46% through CDs and 40% on Mobile Phones.
The music fan base was also asked what was the ‘main way’ they had consumed music in the last week. 48% of people said radio, making it the number one choice ahead of iPod/MP3 player on 22%.
Further findings said radio is the number one choice when it comes to finding out about new music with 83% choosing it as how they find out about new music out there, followed by ‘Through Friends’, 53%, and ‘TV Music Channels’, 50%.
When asked ‘Whose opinion do you trust the most when it comes to new music recommendations?’ 42% picked radio, followed by ‘Friends’ on 22% and ‘TV Music Channels’ on 11%.
Robbie McIntosh, Strategic Insight Director, Bauer Media said: “There have been some suggestions the internet is replacing radio as a music source so we wanted to investigate this and understand the truths about how young passionate music fans are exploring and sharing music.
“There was also a challenge issued to radio to show its continuing relevance to record companies at the recent Radio Festival since the internet can connect fans and artists online. Our research of the most active online passionate music fans shows that radio is sitting at the heart of all music discovery, listening and sharing.”
Bauer Passion portfolio is the home of Kiss, Kerrang!, Q, heat, and The Hits.