Discovering the Radio and Music Preferences of Generation Z: An Empirical Greek Case from and through the Internet

Abstract

Generation Z’s members are considered to have a strong preference for streaming and on-demand media only. This article is dedicated to Generation Z and comes to investigate the triptych of attitudes, opinions, and behaviors regarding radio and music preferences of its members in Greece through an Internet survey. The research data were collected through a web-based questionnaire, while for the analysis, descriptive and inductive statistics were applied from and through Internet applications and services. The research results and findings confirm previous empirical studies and research regarding the radio, the genealogical characteristics, habits, and ethos of Generation Z as well as that Generation Z can also be characterized as a sound generation. Finally, these research results and findings are considered encouraging and could be leveraged primarily by the radio media ecosystem with the aim of reorganizing or decentralizing the radio for its future form.