od kort version short nürnberg june 2015
TRANSCRIPT
DR MEDIEFORSKNING
UNDERSTANDINGAUDIO ON DEMAND- MEDIA, USAGE AND POTENTIAL
JUNE 2015
PETER NIEGEL [email protected]
SENIOR AUDIENCE RESEARCHERDANISH BROADCASTING CORPORATION
DR MEDIEFORSKNING
THE STUDY UNDERSTANDING - AUDIO ON DEMAND
QUANTITATIVE
1500 people
DR Panel
QUALITATIVE
Mobile ethnography Diaries
Refleksions 20 persons in one week.
Associations
Understanding the motivation and barriers
of Heavy Users
USABILITY
Low and Non Users barriers
Experience DR on demand univers
SensemakingTHEORY THEORY
DR MEDIEFORSKNING
STATUS ON DEMAND QUANTITATIVE 2015 (DENMARK)
DR MEDIEFORSKNING
RADIO ON DEMAND (AGE)
64% doesnt really use On Demand
The older – the less On Demand
The Younger – the more On Demand
3 On Demand segments by ageTotal 16-29
year30 - 49 year
50+ year
0%10%20%30%40%50%60%
0.436
0.231
0.328000000000001
0.566
0.202 0.222 0.2280.179
0.117
0.2130.15
0.0680.134
0.204 0.177 0.0860000000000001
0.0880000000000002
0.1270.098000000000
00020.069000000000
0001
How often do You listen to On Demand Radio?
Never RarelyMonthly WeeklyDaily/Almost daily
DR MEDIEFORSKNING
THE 3 USER SEGMENTS OF ON DEMAND The Mobile Young 15-29 year
The Time Pressured Adult 30-50 year
The Non Mobile Older 50 +
How often? (min. monthly) 54 % 43 % 23 %
Where ? Home & Transport Home & Transport Home & Transport
Media? Mobile & PC Mobile & PC Mostly PC
¨Channel Affiliation” (OD) ? P3 (P1 & 24Syv) P1 (P3 & 24Syv) P1 (P4 & 24Syv)
Where? App App & homepage Homepage
DR MEDIEFORSKNING
PresentIn the company of others
Cozy
Casual
Relaxing
Time Alone
Background Noise
Immersive
Difficult
SubstantialPastimeDemanding
Reassuring
In the company with myself
Authentic
Current
Educational
Companion
Updating
Entertaining
Simultaneity
0%
50%
100%Live Radio
Only few characteristics associated more with OD compared to Radio
On Demand is associated with: 1. Demanding and Difficult - (Barriers towards a new medium)
2. Time Alone - (Is about the nature of the medium) - (Is Important to younger listeners)
3. Immersive -(Is about Reception and Content)
LIVE VS. ON DEMAND
DR MEDIEFORSKNING
Homepage or App ? 50 % listen to timeshiftet radio via a Homepage•50 % listen via an app We have to be good at both
Why not listen to On Demand ?•40 % do not want to listen to timeshiftet radio on PC, Tablet or Smartphone • 20 % can’t think of any content that is interesting enough to listen timeshiftet
Live Radio is a huge competitor
ON DEMAND USERS NON USERS TO ON DEMAND
Motivation Catch Up or On Demand ? 50 %motivated by Catch Up motives•50 % motivated by pure OD motivesDenmark is almost 100% catch up
DR MEDIEFORSKNING
”The moment where there is an explicit choice to a new solution””That will get a certain job done better” ”That highlight the criterium most important to the user””That crystallises the tradeoff” ”And show what the provider has done – not aspire to do”
Christian LaFrance (ABC, Australia)Research and design web-page http://www.abc.net.au/radio
”THE SWITCH”
DR MEDIEFORSKNING
THE SWITCH - ON DEMAND
GREAT NEW CONTENT
OFFERS SOMETHING
UNIQUELY NEW
IS EASY TO USE
IT WORKS EVERY TIME TECHNICAL
USABILITY
MEDIANESS
RECEPTION
TIPPING POINT
DR MEDIEFORSKNING
AppDr.dk/podcast
TECHNICALLY WORKS EVERYTIME
Barriers towards new technology – especially among elderly people
Be able to listen, to download, to share
If it does’nt work –…. Forget the rest
Younger people also have barriers (price, battery)
Not time consumingEasy access
DR MEDIEFORSKNING
DR Radio AppDr.dk/Podcast
USABILITY EASY TO USE
Easy to graspInspirational
Presentation is half the medium !!
From archive to use Needs to be search by genre and association
Length, genre,descriptions most listened, if you love X, you will .., recommendations
On demand = MagazineImmersion AND hobby
DR MEDIEFORSKNING
Pause - LuxuryDaydream technology
MEDIANESS UNIQUE NEW MEDIUM
Multible ModalitiesNew opportunities
Structuring the everydaySpecific lengths and pause
Time out Grab unique Moments
Catch Up AND On DemandUnique ContentDigitally Sharable
Safety - always at handPersonalising your Radio
DR MEDIEFORSKNING
Content on demandFlexible
RECEPTION MY CONTENT - WHEN I WANT IT
Medium defines messageCombination of pause and immersion
Barriers Habits
For every purposeFor every whim
Catch Up AND On Demand(Plenty of) Unique Content
I have a lack of timeIts demanding in attention Its not for all situations
DR MEDIEFORSKNING
”THE SWITCH” – ON DEMAND
Explicit choice – new solution
Whatever Audio - Everywhere
Get a certain job done better
Update, Entertainment ….. your choice
Highlight criterium most important
Easy access or unique content (Difference in segments)
Crystallize the tradeoff Choice (diversity) versus Live
Show (prove it) – do not aspire
It has to work – and it has to be user friendly and inspirational
DR MEDIEFORSKNING
THANK YOU!
DR MEDIA RESEARCH
APRIL 2015
PETER NIEGEL ([email protected])
MARIE JUNGE ERNST