Listen Up Ireland · 20 Key Learnings 1. 2 in 3 listen to Digital Audio – this is expected to...
Transcript of Listen Up Ireland · 20 Key Learnings 1. 2 in 3 listen to Digital Audio – this is expected to...
ListenUpIrelandIrishResearchintoDigitalAudioConsumption&Behaviour
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Objectives&Methodology
/ ResearchwasconductedtoestablishusageofDigitalAudioinIrelandfocusingon:➢ Incidence&demographicsofusingDigitalAudio➢ DigitalAudiochannelsused➢ TimespentlisteningtoDigitalAudio➢ DevicesusedforlisteningtoDigitalAudio➢ WhattimedopeoplelistentoDigitalAudio➢ ActivitiesundertakenwhenlisteningtoDigitalAudio➢ ContentaccessedthroughDigitalAudio➢ AttitudestowardsDigitalAudio
/ DigitalAudioisdefinedasradio,musicorpodcastthatisaccessedthroughanonlineconnection.Thisincludesliveradio,catchupradio,podcastandmusicstreamingservices;allconnectedthroughadevicethatallowsyoutobeonline.
/ Thesurveywasconductedonlinewithanationallyrepresentativesampleofn=1,007adultsaged18+,usingREDC’sonlinepanel,REDCLive.
/ Thesurveywasconductedbetweenthe24th-29thJanuary2019.
DigitalAudioConsumption
2in3listentoDigitalAudio,equatingto2.3mpeople
4
66%ofallAdults18+listentoDigitalAudio 18%
26%28%
44%44%
Ondemandmusicservices
Liveradiostationsonline
Podcasts
Catchupradioonline
Radioaggregatorservices
2.3mpeopleaged18+inIrelandlistentoDigitalAudio
%whouseDigitalAudioChannel
INCREMENTALREACHByadvertisingondigitalaudio,youcanreachanadditional9%oflistenerswho
listentodigitalaudioratherthantraditionalFMRadio,thisadditionalreach
is12%for18-24's.
5
ABC1‘s:46%
C2DE‘s:48%
SocialClass
Conn/Ulster
19%RestofLeinster
25%Munster
25%
Dublin31%
Region
51%
49%
Gender Age
18-2425-3435-4445-5455-6465+ 14%
11%16%24%22%
13% +9%vs.Pop.
+4%vs.Pop.
DigitalAudioisconsumedacrossthepopulationbutthe18-44yearoldsaremorelikelytouseDigitalAudio
F‘s:6%
+3%vs.Pop.
OnDemandMusicService Podcast RadioAggregatorServices
15%20%22%
44%52%
Weekly
OnlineListeningisaWeeklyHabit
6
=1.2m=1m
=499k =454k=409k
UsageofDigitalAudiois13.6hoursperweek(amongDigitalAudioUsers)
7
13.6Hours
perWeek
ListeningtoDigitalAudio
Ondemandmusicservices
Liveradiosta,onsonline
Podcasts
Catchupradioonline
Radioaggregatorservices 1.3
1.7
1.8
3.4
5.4
DigitalAudioListenedtoHoursperWeek
The18-24yearoldsareHeavyUsersofDigitalAudiofollowedbythe35-44yearolds
8
18-24
25-34
35-44
45-54
55-64
65+ 8.3
6.4
7.3
17.8
14
25.1
HoursperWeekByAgeGroup
13.6Hours
perWeek
ListeningtoDigitalAudio
12.8hours 14.4hours
OnDemandMusicdominatesforthe18-24yearolds,followedbyPodcasts
1.2
2.2
2.7
4.6
14.4
18-24years
25.1
Ondemandmusicservices
Podcasts
Liveradiostationsonline
Catchupradioonline
Radioaggregatorservices
TOTAL
0.8
1.5
3.6
2.1
6
25-34years
14.0
2.4
2.7
4.3
2.7
5.7
35-44years
17.8
0.6
0.8
2.6
0.6
2.7
45-54years
7.3
0.7
1.1
2.7
0.2
1.7
55-64years
6.4
1.7
0.9
3.7
0.2
1.8
65+years
8.3
HoursperWeek
Liveradioonlineispopularamongthe45+
DigitalAudioHasGrowninTheLast12Months
10
…ofalldigitalaudiolistenersarelisteningmoretodigitalaudiothanayearago
53%
68%Growth
…amongthe18-24yearolds
60%Growth
…amongthe25-34yearolds
DigitalAudioBehaviour
TheSmartphoneDominatesforDigitalAudioListening,EspeciallyamongYoungPeople
12
Smartphone
PCi.e.DesktoporLaptop
Tablete.g.iPad
SmartSpeakers/SmartTV
InternetRadioDevice 6%
7%
8%
19%
58%
14%
16%
25%
38%
75%
MostUsed RegularlyUsed
81%ofthe18-24yearoldsusesmartphonemostoftenfordigital
audio
SteadyLevelofDigitalAudioConsumptionAcrosstheDay
13
6:00-9:00Morning 12:00-16:00A)ernoon 19:00-24:00Evening
5%
20%17%21%21%
10%6%
31%33%29%32%30%
Peaklisteningtimeformenisweekday
lateafternoon(16:00-19:00)
Forwomen,peaklisteningtimeisweekdaymid-morning(9:00-12:00)
Weekday Weekend
14DigitalAudioisespeciallyusedwhendoinghouseholdchores,relaxinganddrivingbut
alsowhenexercising(outdoor),working,commutingandbrowsingtheweb
48%
41%39%
22%20% 20% 20%
10% 10%6% 5% 5%
Householdchores
Relaxing Driving OutdoorExercise
Working CommutingviaPublicTransport
Whileusinginternet/
socialmedia
Atthegym Inshower/gettingready
WatchingTV
Studying Socialising
Top3ActivitieswhenListeningtoDigitalAudio
Females57%65+y64%Males50%
Females27%
18-24y38%65+y30%
18-24y26%
18-24y21%
18-24y18%
Music,News&PoliticsandSportsarethemostcommonlyaccessedcontentthroughDigitalAudio
15
Music Sports Lifestyle&Health Business&Technology
5%3%6%5%10%27%
48%
24%26%30%34%39%
59%
84%
38%39%44%49%52%
72%
91%
Monthly Weekly Daily
75%Among55+yearolds
56%AmongMales
52%Among55+yearolds
43%Among18-34yearolds
TheFutureofDigitalAudio
Digitalaudiohasintroducedmetonewcontent48%
DigitalAudiohasthepotentialtoDifferentiatebothintermsofContentandAdvertising
Feelthatadsondigitalaudioaremorememorablethanadsonothermedia17%
Rememberacompany/brandthattheyheardadvertisingforrecentlyonDigitalAudio22%
Willingtolistentoadsinreturnforgreatcontent37%
18
14%
23%
GrowthinSmartSpeakerOwnershipcouldbeagamechangerforDigitalAudio
OwnershipofSmartSpeaker
Donotownonecurrentlybutareplanningtobuyoneinthenext12
months
2in5couldownaSmartSpeakerayearfromnow
KeyLearnings
20
KeyLearnings
1. 2in3listentoDigitalAudio–thisisexpectedtogrowsignificantly.
2. DigitalAudioisusedacrossallagegroups,withyoungeragegroupsbeingheavyusersofDigitalAudio.
3. DigitalAudioismainlyaccessedthoughsmartphones–makingtheexperiencemobileandallowingforawiderangeofconsumptionoccasions.
4. DigitalAudiohasthepotentialtodifferentiatebothintermsofContent&Advertising.
5. DigitalAudioisconsumedconsistentlythroughouttheday.Thisisaconsistentaudience.