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 More and more young people prefer consuming radio on tablets or smartphones, says a study by James Dickie, Research Manager at the advertising agency, Other Lines of Enquiry. 
 
Only 25% of British 18-24 year olds use a traditional radio set, whereas in Germany it is at least 50%. In the next few years listening to radio by smartphones and tablets will increase. Right now, four out of ten 18-24 year olds listen to radio by smartphone. 
 
“Radio stations have to consider this change in the way radio is consumed”, says Dickie. It is important to offer sustainable mobile apps and infrastructure. Radio stations have to be more interactive and personal in order to build relationships with their audiences.
Here you can listen to the session: