The iPod Generation
As part of its review of Digital Radio, currently underway, Ofcom carried out research into the listening preferences of younger people, aged 18-30 - the 'text generation'. We wanted to find out more about how they listen to music and the sorts of devices they use and would like to use in the future and how important downloading music is to them.
In June we conducted three workshops, in London, Edinburgh and Cardiff, and 24 in-depth interviews. We also carried out a survey of 1,000 people across Britain, using MORI's omnibus questionnaire.
The results have important implications for the future of radio in the UK.