According to Paragon Media Strategies’ 2007 Youth Radio survey, nearly two-thirds of 14-24 year olds aren’t aware of HD radio.  Of those who are aware of HD radio and would be interested in receiving HD, about 75% say they’d buy an HD radio…for the right price.

There is an opportunity and a marketing challenge for stations already producing multiple programming streams; one or more of those steams airing on HD.  Even among respondents who claimed to be aware of HD radio only 37% knew of any over-the-air radio stations broadcasting in HD.  When we asked respondents aware of HD radio if they’d be interested in receiving HD over-the-air radio as described, 66% said yes.  Youth Radio slide 41

Price is a major factor as to whether 14-24 year olds would actually buy an HD Radio.  We see major variations on the buy-in entry level:  only 22% of those who said they’d be interested receiving HD over-the-air radio would pay $200 for the HD radio, but the percentage jumps 78% for a $40 HD radio.  Youth Radio slide 42

HD radio advocates have a marketing challenge in increasing awareness of HD radio and its benefits.  And, HD has to be priced within a perceived affordability range in order to become a reality.

The complete Youth Radio Study can be found on our website www.paragonmediastrategies.com