ListenUpIrelandIrishResearchintoDigitalAudioConsumption&Behaviour

2

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.