Post on 18-Apr-2018
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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 2017
MIDAS Measurement of Internet Delivered Audio Services
INTRODUCTION
RAJAR Midas Audio Survey
1
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RAJAR Midas Audio Survey
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/Subscription TVOnline Video / Audio clips (e.g. on YouTube/ Facebook)Any TV Viewing (Inc. Live, Catch-up and On-demand) Video games (consoles/ mobiles)Other
DEVICES includeAM/FM Radio DAB Digital RadioDigital Media Player (e.g. iPod, Amazon Firestick, ChromecastHome 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 Voice Activated Speakers
ACTIVITIES
ShoppingOnline purchasing SocialisingCommunicating Using the Internet (browsing) Household chores Eating/Drinking/cookingSports/exercise/hobbies Relaxing/nothing in particular working/studying Driving / travellingGaming Washing/DressingSocial MediaAny other internet useOther
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/Soundcloud/DeezerBBC/Other Radio/ Other music podcast BBC/Other Radio/ Other speech podcast Online Video clips – Music/Non Music
• Facebook • Vimeo • YouTube• Other
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MIDAS Winter 2017
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LIVE RADIO
‘Live Radio’ listening hours are
dominated by traditional AM/FM and
DAB Radio sets (AM/FM Share = 43%
DAB = 40%). Listening to radio via a
Smartphone, TV and Desktop/Laptop
have a share of 4%. Wifi Radios have a
2% share. Listening to radio via a
Tablet or Voice activated speakers have
a much smaller share (1%).
APPS
Radio Apps are popular amongst radio
listeners – 27 million or 50% of the UK
population have downloaded a Radio App,
including 5.0 million (63%) of 15-24 year
olds and 6.1 million (67%) of 25-34 year
olds. On average App users have 2 Radio
Apps stored on their Device.
LISTEN AGAIN
4.7 million adults use the ‘listen again’ or ‘catch up’ radio
Share of ‘catch up radio’ via Device; Smartphones 35%,
Desktops/Laptops 41% and Tablets 16%.
69% of all ‘listen again’ hours are listened to in Home.
89% of Listen Again/Catch Up Radio hours are listened to
alone.
PODCASTING
6.1 million adults use any Podcast in a
week and the Smartphone is the most
popular device to listen (67% of Adults
15+ who listened to a podcast).
Almost two thirds of all Podcasts
downloaded are listened to (65%). A
Quarter of all Podcasting hours are
listened to whilst travelling.
19
3
75
8 4 1
Listen Again
OMS
Podcasts
Live Radio
Digital Tracks
CD's
Cassettes/Vinyl
SHARE OF AUDIO % (excluding visual)
3
RAJAR Midas Audio Survey
MIDAS Winter 2017
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4
9
11
12
22
24
25
26
33
90
93
0 10 20 30 40 50 60 70 80 90 100
Cassette tapes / vinyl records
Total Catch Up/Listen Again
Total Podcast
Video Games
On Demand Music Services
Digital Music Tracks
Total CD's
DVD/Video/Subscription TV
Online Video/ Audio clips
Live Radio
Any TV
4
AUDIO REACH %
RAJAR Midas Audio Survey
MIDAS Winter 2017
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AUDIO SHARE% (exc visual) BY AGE GROUP
RAJAR Midas Audio Survey
15 - 24 25-34
1 62
3
11
1563
1 25
14
28
50
MIDAS Winter 2017
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RAJAR Midas Audio Survey
AUDIO SHARE% (exc visual) BY AGE GROUP
35-54 55+
1 3 24
8
6
77
1 1 44
1
88
MIDAS Winter 2017
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10
5
6
92
15
28
6
10
20
12
93
28
25
3
8
34
20
89
29
21
3
5
55
12
84
32
19
4
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 2017
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AUDIO ‘SHARE %’ by DEVICE (exc. Visual)
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RAJAR Midas Audio Survey
33
30
8
13
4
34
2 1
ALL ADULTS
AM/FM Radio DAB Digital Radio
Desktop/Laptop computer Smartphone
CD player Digital music player
Any TV Other Device
Tablet Wi-Fi/Internet Radio Set
Voice Activated Speaker
19
17
15
30
5
33
3
15-24
25
2513
21
34
3 2
25-34
29
33
10
13
43
4 02 2
35-54 43
34
3
4
42
52 1
55+
MIDAS Winter 2017
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AGE/SEX % LISTENER PROFILES
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RAJAR Midas Audio Survey
LISTEN AGAIN
8
15
37
40
49
51
Age Gender
15-24 25-34 35-54 55+ Male Female
15
29
35
21
62
38
Age Gender
PODCASTING
37
25
29
9
54
46
Age Gender
ON DEMAND MUSIC
SERVICES
MIDAS Winter 2017
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RAJAR Midas Audio Survey
DEVICE SHARE EXCLUDING VISUAL%Laptop/Desktop Tablet
Smartphone Voice Activated Speakers
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RAJAR Midas Audio Survey
18.9m people claim have access to a Bluetooth speaker or Soundbar
MIDAS Winter 2017
4.1
3.4
4.34.5
5.55.7
8.6
Podcasts Listen again Other Digital Musicfiles
Live Radio OMS TV
Ave
rage H
our
s
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REACH%
LIVE RADIO VIA DEVICE
12
0.4
1.4
1.7
2.9
3.5
4.2
7.6
10.9
11.7
49.4
57.4
0 10 20 30 40 50 60 70
Other Device
Digital music player
Voice Activated Speaker
CD Player
Tablet
Wifi Radio
Desktop/Laptop computer
Smartphone
Any TV
DAB Digital Radio
AM/FM Radio
43
40
4
44 5
AM/FM Radio DAB Radio Any TV
Desktop/Laptop Smartphone Other
RAJAR Midas Audio Survey
SHARE%
MIDAS Winter 2017
*Other, includes wifi radio, tablet and voice activated speakers
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LIVE RADIO by ACTIVITY
13
1.5
1.9
2.3
5.6
5.6
7.2
8.5
19.0
23.7
29.9
32.1
35.3
57.9
0 20 40 60 80
Gaming
Shopping 1.9
Social Media
Communicating
Sports/Hobbies
Socialising
Any other internet use
Washing/Dressing
Working/ studying
Eating/ drinking/ cooking
Household Chores
Relaxing/ nothing particular
Driving/ travelling
RAJAR Midas Audio Survey
SHARE%
REACH%
MIDAS Winter 2017
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RAJAR Midas Audio Survey
LIVE RADIO by WHO LISTENED WITH
38%
5%
11%
37%
4% 2%2%
15-24
On my own
Partner/Spouse
Children
Family Members
Colleagues
Friends
Other people you know
Other people you don't know
52%
20%
6%
5%
15%
1%1%0%
MIDAS Winter 2017
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Weekly Reach % v Ave hrs per Listener (15+)
Source: MIDAS Winter 2017, n = 2,270
RAJAR Midas Audio Survey
MIDAS Winter 2017
Listen again
OMS
Podcasts
Radio
Digital Tracks
CDsCassette/Vinyl
DVD/Video
Online Clips
TV
Video Games
Other
0
5
10
15
20
25
0 10 20 30 40 50 60 70 80 90 100
Weekly Reach %
Ave
rage
ho
urs
per
list
ener
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Weekly Reach % v Ave hrs per Listener(15-24s)
Source: MIDAS Winter 2017, n = 303
RAJAR Midas Audio Survey
Listen again
OMS
Podcasts
Live Radio
Digital Tracks
CDs
Cassette/Vinyl
DVD/Video
Online Clips
TVVideo Games
Other
0
2
4
6
8
10
12
14
16
0 10 20 30 40 50 60 70 80 90 100
Ave
rage
ho
urs
per
list
ener
Weekly Reach %
MIDAS Winter 2017
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Time of Day Listening takes place – MONDAY to FRIDAY average
RAJAR Midas Audio Survey
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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 2:00-2:15pm
Listen Again or Catch up radio it peaks between 12:15-12.30pm.
MIDAS Winter 2017
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
OMS Listen again Podcasts Live Radio
Wee
kly
Rea
ch %
of
liste
ner
s
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MIDAS Measurement of Internet Delivered Audio Services
Sample comprised of 2270 re-contacted respondents from the main RAJAR Survey
Fieldwork was conducted during November 2017
For Publication Enquiries contact;
Lyndsay Ferrigan
RAJAR Communications Manager
Email: Lyndsay@rajar.co.uk
Telephone Number: 02073950636
For more information:
Any use of information in this presentation must
quote the source RAJAR/IpsosMori
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MIDAS Winter2017