On-demand radio has radically changed the definition and essence of the radio landscape, providing consumers greater flexibility to manage their content consumption anytime and anywhere. Since on-demand radio is a relatively new way to consume radio, it is important to understand how different consumer groups adopt and use this innovation. The main purpose of the study was to evaluate differences between three generational cohorts: Baby Boomers, Generation X and Generation Y in the effects of personality traits and digital skills on on-demand radio usage. The research was conducted by means of an internet survey among a representative sample of the Jewish population in Israel. Different patterns of effects of personality traits between generations were found. For Baby Boomers, a positive association between digital skills and the frequency of on-demand radio use was found. Among Generation X, hedonism and multitasking were positively correlated with on-demand radio use, while need for social approval was negatively correlated with the dependent variable. Among Generation Y, a positive correlation between need for social approval and frequency of on-demand radio use was found. Based on our findings, we propose a generational approach to marketing strategy for on-demand radio and suggest specific practical implications.

按需广播已从根本上改变了广播格局的定义和本质，为消费者提供了更大的灵活性，可以随时随地管理其内容消费。由于按需广播是消费广播的一种相对较新的方式，因此了解不同的消费群体如何采用和使用这种创新非常重要。这项研究的主要目的是评估三个代代之间的差异：婴儿潮一代，X代和Y代在个性特征和数字技能对点播无线电使用的影响上。该研究是通过互联网调查对以色列犹太人口的代表性样本进行的。发现了不同代之间人格特质的影响方式。对于婴儿潮一代 发现数字技能与按需广播使用频率之间存在正相关关系。在X代中，享乐主义和多任务处理与按需广播使用呈正相关，而社会认可的需求与因变量呈负相关。在Y代中，发现社会认可的需求与点播无线电的使用频率之间存在正相关。根据我们的发现，我们提出了按需广播的营销策略的世代相传方法，并提出了具体的实际含义。发现社会认可的需求与点播广播的使用频率之间存在正相关关系。根据我们的发现，我们提出了按需广播的营销策略的世代相传方法，并提出了具体的实际含义。发现社会认可的需求与点播广播的使用频率之间存在正相关关系。根据我们的发现，我们提出了按需广播的营销策略的世代相传方法，并提出了具体的实际含义。