Radio & the ‘Digital Native’

The effect of new radio platforms Source: RAJAR, Ofcom, IAB, Industry estimates DAB 22% DTV80% Mobile70% Broadband50%

Commercial radio’s reach with the 15-24year old audience has remained consistent across the last 5 years Source: RAJAR

15-24s are leading the growth in listening to radio via a mobile phone Source: RAJAR; % of 15-24s that have ever listened to radio via a mobile phone

Radio plays a key role at reaching year olds at breakfast and remains a consistent presence until late afternoon Source: TouchPoints 4, Base: adults

75% of year olds listen to the radio for entertainment 42% of year olds listen to the radio to discover new music 42% of year olds listen to the radio as background Source: TouchPoints 4

Source: TouchPoints 4; Q: Where do you do most of your radio listening (multi-choice) Radio listening location for year olds