Marketers call them Generation Z. You might better know them as today's teenagers. According to research giant Nielsen, they live in households that are loaded with video games, smartphones and tablets. They have easy access to Snapchat, Instagram, Tumblr, and Twitter and unlimited data.
Knowing that teens have more media options than every generation that preceded them, it is easy to see why many Maine small business owners mistakenly believe that these kids don't listen to Portland radio anymore. But then again, who was the last grown-up who really knew what the kids were up to?
It turns out that 88% of all teens use radio each week, more than any other medium.
Teens just don't listen to the radio, they immerse themselves in radio. Each day, teens spend 4 hours and 32 minutes consuming media. Twenty-fiver percent of that time is spent with radio.
Most Maine small business owners don't sell or market products of interest to teens. So, then, why is it important to know that Generation Z invests so much of their time listening to Portland radio?
A robust teen audience is indicative of radio's general health and sustainability. Teens will become adults and will carry their media habits forward with them. This once again proves that radio, despite uninformed claims to the contrary, continues to be a viable advertising choice for Maine business owners.
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