This year’s survey shows increased awareness and interest in HD radio. The trouble is that a majority of respondents 14-24 years old simply don’t know of any radio stations broadcasting in HD, so why buy one?
Awareness of HD increased from 37% to 47% over the last year. However, among those aware of HD radio, only 43% knew of a station that broadcast over HD.
HD radio proponents can take heart that interest in HD radio among those aware of it soared from 37% in 2007 to 69% in 2008.
Youth Radio slide 48
Price remains a barrier among those aware of HD: You’ve got them if you sell the HD radio for $40, but a majority still won’t buy one for $200. It’s noteworthy that those who said they’d buy an HD radio for $200 increased to 34% from 22% last year.
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Can radio put compelling programming on HD and let people know it’s out there hoping that people will actually plop down the money for an HD radio? New radio distribution methods via the internet may very well leave HD radio in its wake. There’s also the small matter of radically adjusting radio stations’ business models if HD were to effectively compete for radio time spent listening. Are you ready for 2 to 3 times the number of radio stations in your market?
Detailed results of the complete Second Annual Youth Radio and New Media Study on our website www.paragonmediastrategies.com