Roar study confirms music still `very important' for youth market.

An in-depth survey of youth culture in Britain conducted on behalf of five leading media companies has underlined how music remains an essential part of most 15- to 24-year-old's lives.

The six-year-old Roar study -- funded jointly by The Guardian and The Observer, Emap, Channel 4, Carlton Screen Advertising and OMD UK since 1995 -- has been revamped for 2001 and backed with a budget of 100,000 [pounds sterling].

Some 600 15- to 24-year-olds were questioned on what influences their purchasing and lifestyle decisions. The findings reveal that listening to music remains "very important" or "important" to 72% of them, while they increasingly expect music marketers to reach them using digital and new media.

The Roar Consortium appointed youth research specialist 2CV to undertake the study, which collected data using SMS polling, online and email questionnaires as well as traditional focus groups.

When asked how they obtain information on new music, 78% of respondents said their main source was still magazines, while 49% prefer the radio, 48% are swayed by TV coverage, 47% use the internet and 24% national newspapers.

Of the magazines chosen by this age group, Muzik had been read by 18.2% in the past six months and Ministry by 12.5%, followed by Mixmag (8.2%), NME (7.4%) and The Face(3.4%).

When asked to name their favourite radio station, Radio One (49%) came out on top, although the rest of the ...