MIDAS Measurement of Internet Delivered Audio Services

Transcription

1 INTRODUCTION In today s connected world, radio has transformed into a truly anytime, anywhere, anyhow experience. The MIDAS Survey is designed to provide context and insight into how when and where radio content is being consumed in this liberated environment. With the increasing penetration of connected devices such as tablets and smartphones, MIDAS shows how listeners are embracing the multi-platform and multi-device offering, as well as how radio-ondemand is contributing to listening behaviour. It also reveals the activities they are doing whilst listening, where they are listening, and who they are listening with. MIDAS Measurement of Internet Delivered Audio Services 1

2 AUDIO TYPES include Any Listen Again/Catch-up radio On-Demand Music Services (e.g. Spotify, Apple Music) Podcasts (music and speech based) Live Radio Digital Tracks (e.g. mp3,wmv,aac Music and Non Music) CDs Cassette tapes/ Vinyl records DVD/Video Online Video / Audio clips (e.g. on YouTube/ Facebook) Any TV Viewing (Inc. Live, Catch-up and On-demand) Video games (consoles/ mobiles) Other SUB AUDIO TYPES BBC/Other Radio Music-based Listen again BBC/Other Radio Speech-based Listen again Spotify Google Play Amazon Prime Apple Music Rdio BBC/Other Radio/ Other music podcast BBC/Other Radio/ Other speech podcast DEVICES include AM/FM Radio DAB Digital Radio Digital Music Player (e.g. ipod, Walkman, Sonos) Home games console (e.g. Sony Playstation, Nintendo Wii, Xbox) Any TV set Desktop / Laptop computer Mobile Phone Portable games console (e.g. Nintendo DS, Sony PSP) Record player / decks (vinyl) Tablet (Kindle HD / ipad / Nexus) Wi-Fi/ Internet Radio Set ACTIVITIES Shopping Online purchasing Socialising Communicating Using the Internet (browsing) Household chores Eating/Drinking/cooking Sports/exercise/hobbies Relaxing/nothing in particular working/studying Driving / travelling Gaming Other WHO WITH On my own Partner/spouse Children (under 16) Family member (s) Friends Colleagues Other people you know Other people you don t know LOCATION OF LISTENING At Home car/van/lorry/ At work/elsewhere Public Transport/ walking 2

3 LIVE RADIO Live Radio listening hours are dominated by traditional AM/FM and DAB Radio sets (AM/FM Share = 44%, DAB = 40%). Listening to radio via a Desktop/Laptop has a 5% share of hours and via any TV set 4%. Devices connected to the internet have a smaller share of listening hours (Smartphone 2% and Tablets 1%) APPS Radio Apps are popular amongst radio listeners 24 million or 44% of the UK population have downloaded a Radio App, including 5.1 million (64%) of year olds and 5.3 million (59%) of year olds. Half (51%) of all users who download a Radio App use it on a weekly basis. PODCASTING 4.7 million adults use any Podcast, whether it be Speech or Music. The Smartphone is the most popular way to listen to a Podcast with a reach of 66% (Adults 15+ who listened to a podcast). Almost two thirds of all Podcasts downloaded are listened to (65%). SHARE OF AUDIO % (excluding visual) LISTEN AGAIN Listen Again 5.3 million adults use the listen again or catch up radio function. Smartphones have a 44% share of total listening again hours, followed by desktops/laptops with 33%. 75% of all listen again hours are listened to in Home. 80% of Listen Again/Catch Up Radio hours are listened to alone. 76 OMS Podcasts Live Radio Digital Tracks CD's Cassettes/Vinyl 3

4 AUDIO REACH % Any TV Live Radio 89% 94% Digital Music Tracks Online Video/ Audio clips Any CD's 29% 27% 31% On Demand Music Services DVD/Video Video games Any Listen Again/ Catch up radio Any Podcast 17% 14% 11% 10% 9% Cassette tapes / vinyl records 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 4

5 AUDIO SHARE% (exc visual) BY AGE GROUP

6 AUDIO SHARE% (exc visual) BY AGE GROUP

7 AUDIO REACH% BY AGE GROUP Cassette tapes/vinyl records Total CDs Total Digital Tracks Live Radio Total Podcasts On Demand music services (e.g. Spotify/ Apple Music) Total Listen Again/Catch up radio

8 AUDIO SHARE % by DEVICE (exc. Visual) ALL ADULTS

9 AGE/SEX % LISTENER PROFILES 42 LISTEN AGAIN PODCASTING Age Gender Male Female Age Gender Male Female ON DEMAND MUSIC SERVICES Age Gender 9

10 DEVICE SHARE EXCLUDING VISUAL% Laptop/Desktop Tablet Smartphone 10

11 LIVE RADIO VIA DEVICE REACH% AM/FM Radio 60.3 DAB Digital Radio 47.6 Any TV 14.3 Desktop/Laptop computer 9.7 Smartphone 8.9 Digital music player 3.6 Tablet CD Player Wifi Radio Other Device SHARE% AM/FM Radio DAB Radio Any TV Desktop/Laptop Smartphone Other 11

12 LIVE RADIO by ACTIVITY REACH% Driving/ travelling Relaxing/ nothing particular Household Chores Eating/ drinking/ cooking Working/ studying Other Using the Internet Socialising Sports/ exercise/ hobbies Communicating Online purchasing Gaming Shopping SHARE% 12

13 LIVE RADIO by WHO LISTENED WITH 1% 0% 1% 14% 7% 4% 52% 21% % 1%1% 25% 40% On my own Partner/Spouse Children Family Members Colleagues Friends Other people you know Other people you don't know 16% 12% 13

14 Reach % of population RAJAR Midas Audio Survey USED A RADIO APP 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 56% 29m Yes 65% 5m 46% 20m No 35% 3m All Adults Radio App frequency of use % Every day Most Days About once per week About once per month Less often Never 14

15 Weekly Reach % RAJAR Midas Audio Survey Weekly Reach % v Ave hrs per Listener (15+) Live Radio Any TV CDs Digital Tracks Online Clips 20 DVD/Video OMS 10 Listen again Video games Cassette/vinyl Podcasts 0 Other Average hours per listener Source:, n = 2,191 15

16 Weekly Reach % RAJAR Midas Audio Survey Weekly Reach % v Ave hrs per Listener(15-24s) Live Radio Any TV Online Clips Digital Tracks 40 OMS CDs DVD/Video Video Games Podcasts Listen again other cassette/vinyl Average hours per listener Source:, n =

17 Time of Day Listening takes place MONDAY to FRIDAY average 35% 30% 25% 20% Live Radio reaches its maximum audience between am Podcasts reach their highest audience between am On Demand Music Services see a high between pm Listen Again or Catch up radio is mainly used in the evening - it peaks between pm. 15% 10% 5% 0% Live Radio Podcasting Listen Again OMS 17

18 MIDAS Measurement of Internet Delivered Audio Services Sample comprised of 2191 re-contacted respondents from the main RAJAR Survey Fieldwork was conducted during November 2016 For Publication Enquiries contact; Lyndsay Ferrigan RAJAR Communications Manager Telephone Number: For more information: Any use of information in this presentation must quote the source RAJAR/IpsosMori 18