Part 4: The TSL Lifecycle 1

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Over the coming weeks we’ll be releasing a series of articles based on a recent research project conducted by Xtra Insights. While these articles can be read individually, we suggest reading them sequentially so you can follow along more easily. If you haven’t already, we recommend reading this article first:
Part 1: Is Music Still The Bricks Of Radios’ Format?
Part 2: The New Era of Audio and Media Consumption
Part 3: One From The Programmers – Radio Now and In The Future
Part 5: The Four Radio Listener Types
Part 6: The Radio Listener Journey

There’s a common belief that young people tend to grow into radio as they get older and their time spent listening increases as their lifestyle changes. With the current audio and media landscape offering more choice and greater accessibility than ever before, how is audio consumption changing and is it in turn affecting radio listening?

Despite the alternatives out there, statistics from around the world, including Australia and Canada, still show a large proportion of younger generations are growing into radio as their lives get busier and lean-back listening becomes more prevalent.

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Based on a study conducted by Xtra Insights of 16-39 year olds across eight countries throughout the Asia-Pacific region, TSL was measured over the main age demographics. As can be seen in the above graph, the trend of TSL increasing with age was certainly evident in our data, with the exception of Thailand. Although it’s likely that the proportion of people growing into radio has changed as they spread their time across different audio options, for the time being, it seems that this trend remains.

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