listen up ireland · 2019-04-15 · 2 in 3 listen to digital audio, equating to 2.3m people 5 66%...
TRANSCRIPT
Listen Up IrelandIrish Research into Digital Audio Consumption & Behaviour
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Objectives & Methodology
/ Research was conducted to establish usage of Digital Audio in Ireland focusing on:
➢ Incidence & demographics of using Digital Audio
➢ Digital Audio channels used
➢ Time spent listening to Digital Audio
➢ Devices used for listening to Digital Audio
➢ What time do people listen to Digital Audio
➢ Activities undertaken when listening to Digital Audio
➢ Content accessed through Digital Audio
➢ Attitudes towards Digital Audio
/ Digital Audio is defined as radio, music or podcast that is accessed through an online connection. This includes live radio, catch up radio, podcast and music streaming services; all connected through a device that allows you to be online.
/ The survey was conducted online with a nationally representative sample of n=1,011 adultsaged 18+, using RED C’s online panel, RED C Live.
/ The survey was conducted between the 24th-29th January 2019.
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49%
51%
Gender
ABC1‘s: 42%
C2DE‘s: 52%
Social Class
Age
10%
19%
21%
18%
14%
18%
18-24
25-34
35-44
45-54
55-64
65+
Conn/ Ulster
18%
Rest of Leinster
26%Munster
28%
Dublin
28%
Region
REDLINEWeighted to be representative of all adults aged 18+ using the latest CSO census
data on the following demographics (n=1,011)
Digital Audio Consumption
2 in 3 listen to Digital Audio, equating to 2.3m people
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66%of all Adults 18+ listen to Digital Audio
44%
44%
28%
26%
18%
On demand music services
Live radio stations online
Podcasts
Catch up radio online
Radio aggregator services
2.3m people aged 18+ in Ireland listen to Digital Audio
% who use Digital Audio Channel
INCREMENTAL REACHBy advertising on digital audio, you can reach an additional 9% of listeners who
listen to digital audio rather than traditional FM Radio, this additional
reach is 12% for 18-24's.
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ABC1‘s: 46%
C2DE‘s: 48%
Social Class
Conn/ Ulster
19%
Rest of Leinster
25%Munster
25%
Dublin
31%
Region
51%
49%
Gender Age
13%
22%
24%
16%
11%
14%
18-24
25-34
35-44
45-54
55-64
65+
+9% vs. Pop.
+4% vs. Pop.
Digital Audio is consumed across the population but the 18-44 year olds are more likely to use Digital Audio
F‘s: 6%
+3% vs. Pop.
52%44%
22% 20%15%
On Demand MusicService
Live Radio StationOnline
Podcast Catch up Radio Online Radio AggregatorServices
Weekly
Online Listening is a Weekly Habit
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=1.2m=1m
=499k =454k=409k
59%52%
27% 27%18%
52%44%
22% 20%15%
24%
13%6% 5% 5%
On Demand MusicService
Live Radio StationOnline
Podcast Catch up Radio Online Radio AggregatorServices
Monthly Weekly Daily
More than half of Digital Audio Users Listen to Online Music Services Weekly
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67% Among 18-24 year olds 18% Among
35-44 year olds 11% Among 35-44 year olds
15% Among18-24 year olds
9% Among35-44 year olds
On Demand MusicService
Live Radio StationOnline
Podcast Catch up Radio Online Radio AggregatorServices
Monthly Weekly Daily
1.2m Listen Weekly to Online Music Services, with 1m Listening Weekly to Live Radio Stations Online
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544k
1.2m1.3m
295k
1m1.2m
136k
499k613k 613k
114k 114k
454k341k409k
Usage of Digital Audio is 13.6 hours per week(among Digital Audio Users)
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13.6Hours
per Week
Listening to Digital Audio
5.4
3.4
1.8
1.7
1.3
On demand music services
Live radio stations online
Podcasts
Catch up radio online
Radio aggregator services
Digital Audio Listened toHours per Week
The 18-24 year olds are Heavy Users of Digital Audio followed by the 35-44 year olds
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8.3
6.4
7.3
17.8
14
25.1
65+
55-64
45-54
35-44
25-34
18-24
Hours per WeekBy Age Group
13.6Hours
per Week
Listening to Digital Audio
12.8 hours 14.4 hours
On Demand Music dominates for the 18-24 year olds, followed by Podcasts
14.4
4.6
2.7
2.2
1.2
18-24 years
25.1
On demand music services
Podcasts
Live radio stations online
Catch up radio online
Radio aggregator services
TOTAL
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2.1
3.6
1.5
0.8
25-34 years
14.0
5.7
2.7
4.3
2.7
2.4
35-44 years
17.8
2.7
0.6
2.6
0.8
0.6
45-54 years
7.3
1.7
0.2
2.7
1.1
0.7
55-64 years
6.4
1.8
0.2
3.7
0.9
1.7
65+ years
8.3
Hours per Week
Live radio online is popular among the 45+
Females listen 1.5 hours more to Digital Audio a Week than Males, driven by On Demand Music and Live Radio
12.9
On demand music services
Podcasts
Live radio stations online
Catch up radio online
Radio aggregator services
TOTAL
5.2
1.7
3.1
1.5
1.4
Male
14.4
5.7
2
3.7
1.8
1.2
Female
Hours per Week
Digital Audio Has Grown in The Last 12 Months
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…of all digital audio listeners are listening more to digital audio than a year ago
53%
68%Growth
…among the18-24 year olds
60%Growth
…among the25-34 year olds
Digital Audio Behaviour(how, when, where, what)
The Smartphone Dominates for Digital Audio Listening, Especially among Young People
16
75%
38%
25%
16%
14%
58%
19%
8%
7%
6%
Smartphone
PC i.e. Desktop or Laptop
Tablet e.g. iPad
Smart Speakers/ Smart TV
Internet Radio Device
Most Used Regularly Used
81% of the 18-24 year olds use smartphone most often for
digital audio
Steady Level of Digital Audio Consumption Across the Day
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30% 32% 29%33% 31%
6%10%
21% 21%17% 20%
5%
6:00-9:00Morning
9:00-12:00Mid Morning
12:00-16:00Afternoon
16:00-19:00Late Afternoon
19:00-24:00Evening
24:00-6:00Overnight
Peak listeningtime for men is weekday
late afternoon(16:00-19:00)
For women, peak listening time is weekday mid-morning (9:00-12:00)
Weekday Weekend
18Digital Audio is especially used when doing household chores, relaxing and driving but
also when exercising (outdoor), working, commuting and browsing the web
48%
41%39%
22%20% 20% 20%
10% 10%6% 5% 5%
Household chores
Relaxing Driving Outdoor Exercise
Working Commuting via Public Transport
While using internet/
social media
At the gym In shower/ getting ready
Watching TV Studying Socialising
Top 3 Activities when Listening to Digital Audio
Females 57%65+y 64%
Males 50%
Females 27%
18-24y 38%
65+y 30%
18-24y 26%
18-24y 21%
18-24y 18%
Music, News & Politics and Sports are the most commonly accessed content through Digital Audio
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91%
72%
52% 49% 44% 39% 38%
84%
59%
39% 34% 30% 26% 24%
48%
27%10% 5% 6% 3% 5%
Music News & Politics Sports Comedy, Arts &Entertainment
Lifestyle & Health Educational Business &Technology
Monthly Weekly Daily
75% Among 55+ year olds
56% Among Males
52% Among 55+ year olds
43% Among 18-34 year olds
The Future of Digital Audio
Continued Growth for Digital Audio
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…of the population expect to listen more to digital audio in the next 12 months
…of current digital audio listeners expect to increase their usage of digital audio
in the next 12 months
27%
38%
Digital audio has introduced me to new content
48%
Digital Audio has the potential to Differentiate both in terms of Content and Advertising
Feel that ads on digital audio are more memorable than ads on other media
17%
Remember a company/brand that they heard advertising for recently on Digital Audio
22%
Willing to listen to ads in return for great content
37%
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14%
23%
Growth in Smart Speaker Ownership could be a game changer for Digital Audio
Ownership of Smart Speaker
Do not own one currently but are planning to buy
one in the next 12 months
2 in 5 could own a Smart Speaker a year from now
Key Learnings
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Key Learnings
1. 2 in 3 listen to Digital Audio – this is expected to grow significantly.
2. Digital Audio is used across all age groups, with younger age groups being heavy users of Digital Audio.
3. Digital Audio is mainly accessed though smartphones –making the experience mobile and allowing for a wide range of consumption occasions.
4. Digital Audio has the potential to differentiate both in terms of Content & Advertising.