Perception and Actual Usage of African Language Radio by Generation Y
Abstract
Radio broadcasting is the most consumed form of broadcast media worldwide. This medium’s reach and relative ease of accessibility make it a constantly available option, even for consumers who prefer other forms of media. In South Africa, African language radio stations (ALSs), which are under the Public Broadcasting Service (PBS) of the South African Broadcasting Corporation (SABC), dominate the radio broadcasting medium and have the responsibility to inform, educate, and entertain every individual in the country. Conventional literature indicates that newer forms of media represent a potential threat to traditional mass communication media, including radio and ALSs. However, South Africa remains a developing economy with a slow adoption rate of newer forms of media, and only 54% of the population has access to the internet. Coupled with the structural and socio-economic challenges that the country adopts new media forms do not automatically yield the abandonment of traditional forms such as radio and ALS. Of the 35 million average weekly South African radio listeners, 26 million prefer to listen to ALSs. These stations have a combined audience share of more than 70% in South Africa’s radio landscape; however, for this dominance to continue, younger consumers such as Generation Y must constitute the main component of these mediums’ listenership. Generation Y in South Africa constitutes more than 35% of the population and represents 54% of the country’s workforce. Individuals who make up the majority of this consumer cohort have a minimum post-secondary education qualification with prospects for increased economic power in the future. The economic potential displayed by this group makes South Africa’s Generation Y attractive to both ALSs and marketers; however, this generational cohort is also the first to grow up in an era with access to the internet and associated digital technologies. This access to the internet influences Generation Y’s consumption of media in totality, its tendency to prefer digital media, the actual and perceived abandonment of ALSs, and the market’s perception toward and actual usage of ALSs. This study’s primary objective is to investigate Generation Y’s perceptions and actual usage of African language radio stations in South Africa.
Keywords: generation Y, African language radio stations, intention to use, actual usage, technology acceptance model.
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