Radio evolution - ICS - Universidade do Minho

Susana Gimenez Cisneros; Esteve Crespo Haro & Blanca Perona PáezEspaña 2010, a report issued by Fundación Telefónica, offers the observation that Internet ‘is considered by manyof them to be a fundamental part of their lives’ (Fundación Telefónica, 2011: 42).2006 2007 2008 2009 201016-24 age group 82.8 86.3 90.3 92.3 94.1Total surveygroup47.9 52.0 56.7 59.8 64.2Table 2. % of population that had used Internet during the three months prior to the annual surveySource: Instituto Nacional de Estadística (http://www.ine.es)Results of a May 2010 survey on media consumption carried out by the Centro de InvestigacionesSociológicas de España (CIS) support the INE figures (see tables 3 and 4).Television Radio Press Internet None NR/DKfor entertainmentfor educationalpurposesfor information18-24 age group 43.0 3.0 2.1 49.4 2.5Total survey group 59.9 13.0 5.3 19.5 2.318-24 age group 14.8 4.2 11.0 65.0 5.0Total survey group 28.2 13.7 14.0 36.4 7.718-24 age group 38.8 5.5 19.8 32.5 3.4Total survey group 46.2 15.7 18.8 16.0 3.3Table 3. Replies to a question asking individuals to compare their usage of four different types of media (%)Source: CIS Barometer May 2010 (http://www.cis.es)Television Radio Press Internet None NR/DK18-24 age group 28.3 2.1 3.0 65.4 1.2Total survey group 50.2 14.1 6.0 28.0 1.7Table 4. % Survey participants choice in response to a question concerning which media they would choose if they only had access to oneduring a one-month periodSource: CIS Barometer May 2010 (http://www.cis.es)These statistics indicate that the youth segment of the survey group feel a strong preference for Internetand give radio a very low rating. Nevertheless, that picture changes if one takes in account the figures for mediapenetration contained in the report of the Baròmetre de la Comunicació i la Cultura (fig. 1), a survey carried out inCatalonia by the Fundació Audiències de la Comunicació i la Cultura (FUNDACC).436 | ECREA: Radio Evolution: technology, content, audiences – conference 2011