The study, which was conducted by Paragon Research in a random survey of 400 14-24 year olds, showed that this group has increased its time spent listening to radio by 11% this year, while its time spent listening to iPods has actually decreased by 13%.
In the Ad Age story, Jeff Haley, president-CEO of the RAB (Radio Advertising Bureau), said the study confirms what the radio industry has heard anecdotally by reflecting the "lack of inertia in the MP3 experience. You don't have the ability to refresh or any kind of automated way to come across great new music. As a result, that isolated programming effect does not allow you the serendipitous experience the way radio does."
Indeed, that is exactly what makes listening to your favorite (especially local, non commercial) radio station in real time so special: the surprise and sense of the unexpected; never knowing what will be next on the DJ's playlist or in his/her mic break. But of course, a radio or an iPod are merely listening devices and it is only a matter of time before all digital players such as iPods will be easily able to pick up all terrestrial radio stations' streams on their iPods and other music players.