Sixty-three per cent of Radio 1 listeners over the age of 30 claim to be parents, so there will be a lot of shared listening with teenagers - as any frazzled parent will testify to keeping their offspring happy in the car or kitchen by putting their station of choice on. That issue of shared consumption really messes with judging the success of your brand by average age, just look at the average age of a CBeebies viewer who is 27 years old. So, if you are looking for a better way of assessing whether Radio 1 is successful at attracting 15-29yr olds, maybe you should look at mode, the most common age of a listener, which is 17 years old.
During a packed day of filming I realised that I've come down with a serious affliction: I'm a 'liker'. Likers are people who use the word 'like' in a variety of ways that have nothing to do with a comparison or expressing a fondness for something. I had that Matrix moment of self-awareness when I heard myself saying the words, "I was like, you can't do that."
Where did you first come across London Grammar? Perhaps on the radio, though of course you could also have found it on Spotify, or via a shared link on Facebook. Where did you first get an earful of German Whip? It might have been on DAB, but equally it may have been Tumblr, or via Playlister, or on YouTube. However, ask anyone who can remember Britpop where they first heard the anthems of that era, and the answer is usually a great deal simpler: Radio 1.
Every week still it seems that I hear that something new will "kill the radio star". Spotify will kill off radio, Pandora streaming will kill off radio, Nick Grimshaw will kill off radio. It won't. Technologies change, but radio isn't a piece of technology. It has a soul, it's a connection... it's my friend.
I suppose I fit the criteria for a typical 'user' - I'm a single 20-something male, with no long-term relationships to my name, and I spend most nights alone in my room with my flatmate hurling abuse through my bedroom door that I'm 'using all the bandwidth', but I assure you that is because I'm writing and editing my sketches and radio-interviews, and not wasting the odd three hours perusing the darker side of the internet's super-highway. Honestly.