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The use of smart phones has exploded. But is anyone really listening to radio on them? How do people use their mobiles for radio - and what can we learn from broadcasters who pioneer in this area? Can the European radio industry influence the mobile phones manufacturers to include a generic receiver for digital radio in all phones – the “Eurochip”? And how will devices and mobile services develop over the coming years?
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Hello
I'm @JamesCridlandPulse FM Ltd
Virgin Radio Ltd British Broadcasting Corporation
mediauk.com
?
if this fills you with worry and horror then don’t panic: there will be pretty pictures to look at
THERE WILL BE
CHARTSAND SOME NUMBERS
IN THIS PRESENTATION
WARNINGDEFINITIONS
Photo: Jeffrey Cuvilier / Flickr
Photo: Ryan Fitton / Flickr
WHO
0%
10%
20%
30%
40%
Q2 2010 Q4 2010 Q2 2011 Q4 2011 Q2 2012 Q4 2012
All adults
UK: % of population who claim to have“ever listened to radio via mobile phone”
Source: RAJAR/Ipsos MORI/RSMB
0%
10%
20%
30%
40%
Q2 2010 Q4 2010 Q2 2011 Q4 2011 Q2 2012 Q4 2012
All adults 15-24s
UK: % of population who claim to have“ever listened to radio via mobile phone”
Source: RAJAR/Ipsos MORI/RSMB
45%of adults in the UK own a smartphone
Source: OFCOM Research, Q2 2012
WHAT
IN 2010
...of mobile listeners in the UK...53% of listeners used FM on their mobile phone
16% ran a branded radio app from a radio station(the rest using aggregator apps)
Source: RAJAR MIDAS 7, November 2010
...in Mumbai, India...94% of listeners listen to radio on a mobile phone
(only 16% listen on a radio receiver)Source: RAM Baseline Study Update 2011 Source: Absolute Radio “One Golden Square” blog, Q4 2012. Base: 300,000 installations
4%4%
10%
23% 59%iOSAndroid
B/bry
Source: Absolute Radio, Q4 2012. Base: 300,000 installs
Usage - in the USA . Apple vs Android have similar usage patterns .
Android delivers more users .Apple delivers more average time spent listening .
Photo: Lai Ryanne / Flickr
HOW LONG
hours per dayPhoto: Hubert Figuière / Flickr Source: RAJAR Q4 2012
UK listeners tune in for
across all platforms
“12m 46s”
Average listening session duration
"We have [average session durations] everywhere from 14 to 45 minutes across our apps over a typical
week (it varies by day, and day part), and the duration tends to correlate with the station format".
“12m to 16m”
Source: O2 press release, June 29 2012
Activity Time per dayBrowsing the internet 24.8 minutes
Checking social networks 17.5
Playing games 14.4
Listening to music 15.6
Checking/writing emails 11.1
Text messaging 10.2
Watching TV/films 9.4
Reading books 9.3
Taking photographs 3.4
Total time on phone per day 128 minutes
Absolute Radio:298,000 active users
2,200,000 app sessions per month
= less than 2 app sessions a week
Source: Absolute Radio “One Golden Square” blog, for January 2013.
48kbps = 1Mb every three minutes
In total in UK, 26 terabytes a month
WHERE
UK:70-75% of all listening requests is over wifi
25% over 3GPhoto: Manuel Inglesias / Flickr
OTHER THINGS
Best day for downloading/installing: Sunday
...so advertise them Friday/Saturday/Sunday
0% 10% 20% 30% 40%
Call the station
Text the station
Info button
Play song
Blog
DJ biography
Podcasts
Alarm
Video
Website
Sponsors / ads
Play in background
Vouchers and contests1m TSA station getting “thousands” during their shows
IN CONCLUSION
1. The majority of app users are not ‘mobile’ but on wifi at home or work
2. Apps may increase audience recall of your brand (because of app on homescreen) but unlikely to have
massive effect on audience figures right now
3. Advertising on them appears to work: but less well than simply hiding the app
4. Consumers want FM (and DAB+) chips inside phones
@jamescridlandjames.cridland.net
