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Nielsen Report Details How Teens Consume Media


According to a Nielsen report, "How Teens Use Media," teens listen to the radio, read newspapers and even like advertising more than most. Even though nearly four-in-ten teens say the iPod or MP3 player is their primary method of consuming music, radio is still the first choice for a sizable number.

The study found that radio is still the primary source of music consumption for 16% of teens and a secondary source for 21% of teens." Many teens listen in cars where mp3 access remains low. And, while radio, records, 8-tracks, cassettes and CD players had their generations, Nielsen says this is the generation of the MP3 player.

39% of teens globally say mp3s are their primary method of listening to music, followed not by CDs or radio, but the home computer, which is the primary source of music for 33% of teens globally. 45% of teens globally say they listen to five or more hours of music per week on their computer; 12% say they listen to 20 hours or more.

While not the most popular source of audio consumption, radio preferences can still give us a broader perspective into the musical tastes of today's teens. In the U.S., a 2008 study by Scarborough Research showed that "Pop Contemporary Hit Radio" was the most popular format among older teens 18 -- 20 (listened to by 40% of this segment), followed by Rhythmic Contemporary and Country.

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