RAJAR Midas Audio Survey INTRODUCTION › docs › news › MIDAS_Winter_2016.pdfRAJAR Midas Audio Survey SHARE% MIDAS Winter 2016 LIVE RADIO by ACTIVITY 12 0.7 1.0 4.7 4.7 5.7 6.4

www.rajar.co.uk

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-on-

demand 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 Winter 2016

MIDAS Measurement of Internet Delivered Audio Services

INTRODUCTION

RAJAR Midas Audio Survey

1

www.rajar.co.uk


AUDIO TYPES include Any Listen Again/Catch-up radioOn-Demand Music Services (e.g. Spotify, Apple Music) Podcasts (music and speech based)Live RadioDigital Tracks (e.g. mp3,wmv,aac Music and Non Music)CDsCassette tapes/ Vinyl recordsDVD/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

DEVICES include

AM/FM Radio DAB Digital RadioDigital Music Player (e.g. iPod, Walkman, Sonos)Home games console (e.g. Sony Playstation, Nintendo Wii, Xbox)Any TV setDesktop / Laptop computerMobile 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

ShoppingOnline purchasing SocialisingCommunicating Using the Internet (browsing) Household chores Eating/Drinking/cookingSports/exercise/hobbies Relaxing/nothing in particular working/studying Driving / travellingGaming Other

LOCATION OF LISTENING

At Homecar/van/lorry/ At work/elsewhere Public Transport/ walking

WHO WITH On my ownPartner/spouseChildren (under 16) Family member (s)FriendsColleaguesOther people you knowOther people you don’t know

SUB AUDIO TYPES

BBC/Other Radio Music-based Listen again BBC/Other Radio Speech-based Listen againSpotify Google Play Amazon Prime Apple Music RdioBBC/Other Radio/ Other music podcast BBC/Other Radio/ Other speech podcast

2

MIDAS Winter 2016

www.rajar.co.uk

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 15-24 year

olds and 5.3 million (59%) of 25-34 year

olds. Half (51%) of all users who download a

Radio App use it on a weekly basis.

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.

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%).

2 7

2

76

9 4 1

Listen Again

OMS

Podcasts

Live Radio

Digital Tracks

CD's

Cassettes/Vinyl

SHARE OF AUDIO % (excluding visual)

MIDAS Winter 2016

3


www.rajar.co.uk

3%

9%

10%

11%

14%

17%

27%

29%

31%

89%

94%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Cassette tapes / vinyl records

Any Podcast

Any Listen Again/ Catch up radio

Video games

DVD/Video

On Demand Music Services

Any CD's

Online Video/ Audio clips

Digital Music Tracks

Live Radio

Any TV

4

AUDIO REACH %


MIDAS Winter 2016

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AUDIO SHARE% (exc visual) BY AGE GROUP


15 - 24 25-34

0

52

3

16

9

65

1 26

18

21

51

MIDAS Winter 2016

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AUDIO SHARE% (exc visual) BY AGE GROUP

35-54 55+

1 2

1

4

9

6

78

1 25

41

88

MIDAS Winter 2016

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12

5

4

90

18

25

4

11

16

11

94

34

29

4

8

26

15

86

39

23

2

5

40

9

82

50

28

3

0 10 20 30 40 50 60 70 80 90 100

Total Listen Again/Catch up radio

On Demand music services (e.g. Spotify/ Apple Music)

Total Podcasts

Live Radio

Total Digital Tracks

Total CDs

Cassette tapes/vinyl records

15-24 25-34 35-54 55+

AUDIO REACH% BY AGE GROUPMIDAS Winter 2016

www.rajar.co.uk

AUDIO ‘SHARE %’ by DEVICE (exc. Visual)

8


33

30

9

10

5

53 2 2

ALL ADULTS

22

16

20

22

6

712 3 1

15-24

26

2515

17

3

83 1 30

25-34

32

32

8

10

5

53 1 3 1

35-5442

37

4

35

34 011

55+

MIDAS Winter 2016

www.rajar.co.uk

AGE/SEX % LISTENER PROFILES

9


LISTEN AGAIN

7

14

37

42

47

53

Age Gender

15-24 25-34 35-54 55+ Male Female

15

29

40

16

61

39

Age Gender15-24 25-34 35-54 55+ Male Female

PODCASTING

35

25

31

10

53

47

Age Gender

ON DEMAND MUSIC

SERVICES

MIDAS Winter 2016

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DEVICE SHARE EXCLUDING VISUAL%Laptop/Desktop

MIDAS Winter 2016

Tablet

Smartphone

www.rajar.co.uk

REACH%

LIVE RADIO VIA DEVICE

11

0.9

2.8

3.1

3.2

3.6

8.9

9.7

14.3

47.6

60.3

0 10 20 30 40 50 60 70

Other Device

Wifi Radio

CD Player

Tablet

Digital music player

Smartphone

Desktop/Laptop computer

Any TV

DAB Digital Radio

AM/FM Radio

44

40

45

2 5

AM/FM Radio DAB Radio Any TV

Desktop/Laptop Smartphone Other


SHARE%

MIDAS Winter 2016

www.rajar.co.uk

LIVE RADIO by ACTIVITY

12

0.7

1.0

4.7

4.7

5.7

6.4

9.0

15.0

21.8

33.5

36.6

38.6

57.3

0 10 20 30 40 50 60 70

Shopping

Gaming

Online purchasing

Communicating

Sports/ exercise/ hobbies

Socialising

Using the Internet

Other

Working/ studying

Eating/ drinking/ cooking

Household Chores

Relaxing/ nothing particular

Driving/ travelling


SHARE%

REACH%

MIDAS Winter 2016

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MIDAS Winter 2016

LIVE RADIO by WHO LISTENED WITH

40%

12%

16%

25%

5% 1%1%

15-24

On my own

Partner/Spouse

Children

Family Members

Colleagues

Friends

Other people you know

Other people you don't know

52%

21%

4%

7%

14%

1% 0%1%

www.rajar.co.uk 14


USED A RADIO APP

56%46%

65%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

All Adults

15-24

29m 20m5m 3m

11.2 18.3 21.2 18.7 28 1.4

Every day Most Days About once per week About once per month Less often Never

Radio App – frequency of use %

MIDAS Winter 2016

Rea

ch %

of

po

pu

lati

on

www.rajar.co.uk 15

Weekly Reach % v Ave hrs per Listener (15+)

Listen again

OMS

Podcasts

Live Radio

Digital Tracks

CDs

Cassette/vinyl

DVD/Video

Online Clips

Any TV

Video games

Other0

10

20

30

40

50

60

70

80

90

100

0 5 10 15 20 25 30

Wee

kly

Rea

ch %

Average hours per listener

Source: MIDAS Winter 2016, n = 2,191


MIDAS Winter 2016

www.rajar.co.uk 16

Weekly Reach % v Ave hrs per Listener(15-24s)

Listen again

OMS

Podcasts

Live Radio

Digital Tracks

CDs

cassette/Vinyl

DVD/Video

Online Clips

Any TV

Video Games.

other0

10

20

30

40

50

60

70

80

90

100

0 2 4 6 8 10 12 14 16 18

Wee

kly

Rea

ch %

Average hours per listener

Source: MIDAS Winter 2016, n = 239


MIDAS Winter 2016

www.rajar.co.uk

Time of Day Listening takes place – MONDAY to FRIDAY average

Live Radio reaches its maximum audience

between 8.00-8.15am

Podcasts reach their highest audience between

8.15-8.30am

On Demand Music Services see a high between

3.00-3.15pm

Listen Again or Catch up radio is mainly used in

the evening - it peaks between 11.00-11.15pm.


17

0%

5%

10%

15%

20%

25%

30%

35%

Live Radio Podcasting Listen Again OMS

MIDAS Winter 2016

www.rajar.co.uk

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

Email: [email protected]

Telephone Number: 02073950636

For more information:

Any use of information in this presentation must

quote the source RAJAR/IpsosMori

18

MIDAS Winter 2016

Documents

RAJAR Midas Audio Survey INTRODUCTION › docs › news › MIDAS_Winter_2016.pdfRAJAR Midas Audio Survey SHARE% MIDAS Winter 2016 LIVE RADIO by ACTIVITY 12 0.7 1.0 4.7 4.7 5.7 6.4