rajar midas audio survey introduction in today’s connected world, radio has transformed into a...

www.rajar.co.uk

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 Spring 2018

MIDAS Measurement of Internet Delivered Audio Services

INTRODUCTION

RAJAR Midas Audio Survey

1

www.rajar.co.uk


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

2

MIDAS Spring 2018

www.rajar.co.uk

LIVE RADIO

‘Live Radio’ listening hours are

dominated by traditional AM/FM and

DAB Radio sets (AM/FM Share = 44%

DAB = 39%). 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 smaller share (1%).

APPS

Radio Apps are popular amongst radio

listeners – 28 million or 52% of the UK

population have downloaded a Radio App,

including 5.1 million (64%) of 15-24 year

olds and 6.2 million (69%) 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; Desktops/Laptops

43% Smartphones 32%, and Tablets 19%.

73% of all ‘listen again’ hours are listened to in Home.

84% of Listen Again/Catch Up Radio hours are listened to

alone.

PODCASTING

6.0 million adults or 11% of the adult

population use a Podcast in an average

week.

Almost three quarters of podcasting hours

are listened to via a Smartphone (72%).

Over half (53%) of all Podcasting hours

are either consumed Driving/Travelling

(28%) or Working/Studying (25%)

110

3

75

7 4 1

Listen Again

On Demand Music

Podcasts

Live Radio

Digital Tracks

CD's

Cassettes/Vinyl

SHARE OF AUDIO % (excluding visual)

3


MIDAS Spring 2018

www.rajar.co.uk

5

9

11

12

22

24

25

29

34

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 %


MIDAS Spring 2018

www.rajar.co.uk 5

AUDIO SHARE% (exc visual) BY AGE GROUP


15 - 24 25-34

0

7

23

8

17

63

1 34

12

34

46

MIDAS Spring 2018

www.rajar.co.uk 6


AUDIO SHARE% (exc visual) BY AGE GROUP

35-54 55+0

3

1

4

7

6

78

1 24

41

88

MIDAS Spring 2018

www.rajar.co.uk 7

10

5

6

92

15

29

7

10

21

12

93

27

26

3

7

36

18

86

26

19

3

2

55

14

82

34

15

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 Spring 2018

www.rajar.co.uk

AUDIO ‘SHARE %’ by DEVICE (exc. Visual)

8


33

29

9

14

4

33

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

17

17

18

33

43 1 3

15-24

23

25

13

25

32

31 3

25-34

31

31

9

12

43

33 2 2

35-54 44

34

4

4

42

5 2 2

55+

MIDAS Spring 2018

www.rajar.co.uk

AGE/SEX % LISTENER PROFILES

9


LISTEN AGAIN

4

13

39

44

52

48

Age Gender

15-24 25-34 35-54 55+ Male Female

18

27

36

19

59

41

Age Gender

PODCASTING

36

27

30

8

53

47

Age Gender

ON DEMAND MUSIC

SERVICES

MIDAS Spring 2018

www.rajar.co.uk 10


DEVICE SHARE EXCLUDING VISUAL%Laptop/Desktop Tablet

Smartphone Voice Activated Speakers

MIDAS Spring 2018

www.rajar.co.uk 11


20.9m people claim have access to a Bluetooth speaker or Soundbar

MIDAS Spring 2018

3.7

2.8

4.7

4.1

4.7

5.7

8.7

Podcasts Listen again Other Digital Musicfiles

Live Radio OMS TV

Ave

rage H

our

s

www.rajar.co.uk

REACH%

LIVE RADIO VIA DEVICE

12

0.6

2.1

2.8

2.9

3.5

4.0

8.7

11.0

10.8

46.8

58.9

0 10 20 30 40 50 60 70

Other Device

Digital music player

Voice Activated Speaker

Tablet

CD Player

Wifi Radio

Desktop/Laptop computer

Any TV

Smartphone

DAB Digital Radio

AM/FM Radio

4439

4 4 45

AM/FM Radio DAB RadioAny TV Desktop/LaptopSmartphone Other


SHARE%

*Other, includes wifi radio, tablet and voice activated speakers

MIDAS Spring 2018

www.rajar.co.uk

LIVE RADIO by ACTIVITY

13

1.6

2.0

2.0

6.4

6.6

6.9

8.4

19.0

22.2

28.3

31.4

33.3

56.9

0 10 20 30 40 50 60

Gaming

Shopping

Social Media

Communicating

Socialising

Sports/Hobbies

Any other internet use

Washing/Dressing

Working/ studying

Eating/ drinking/ cooking

Household Chores

Relaxing/ nothing particular

Driving/ travelling


SHARE%

REACH%

MIDAS Spring 2018

www.rajar.co.uk 14


LIVE RADIO by WHO LISTENED WITH

34%

4%

13%

38%

5% 2%1%

15-24

On my own

Partner/Spouse

Children

Family Members

Colleagues

Friends

Other people you know

Other people you don't know

53%

20%

6%

4%

14%

2% 1%0%

MIDAS Spring 2018

www.rajar.co.uk

REACH% OF PODCAST USERS

PODCASTING VIA ACTIVITY

15


MIDAS Spring 2018

1%

1%

2%

4%

4%

5%

7%

12%

13%

14%

28%

35%

37%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Socialising

Communicating

Shopping (not online)

Gaming

Social Media

Washing/Dressing

Any other internet use

Eating/ drinking/ cooking

Sports/ exercise/ hobbies

Household Chores

Working/ studying

Driving/ travelling

Relaxing/ nothing particular

www.rajar.co.uk

PODCASTING

16


MIDAS Spring 2018

SHARE%

LOCATION

7%

16%

4%

72%

1%

Digital Music Player Desktop/Laptop computer Tablet

Smartphone Voice Activated Speaker

DEVICE47%

16%

17%

16%

5%

At Home

Car/ Van/ Lorry

Work/ Place of study

Public Transport/ walking

Elsewhere

www.rajar.co.uk

PODCASTING

17


MIDAS Spring 2018

88%

5%

2%3%

1%

On my own

Partner/ spouse

Children (under 16)

Family member(s)

Colleagues

Friends

Other people you know

Other people you don't know

www.rajar.co.uk

What proportion of all podcast episodes that you download do you actually get round to listening to?

18


MIDAS Spring 2018

25 39 17 17.0 2

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

All of them Most of them About half of them Less than half of them None of them Don't know/ NA

PODCASTING

65 25 5 6

The whole episode Most of it About half Less than half It varies widely

When you do listen to a podcast episode, what

proportion of it do you normally listen to?

www.rajar.co.uk 19

Weekly Reach % v Ave hrs per Listener (15+)

Source: MIDAS Spring 2018, n = 2,214


Weekly Reach %

Ave

rage

ho

urs

per

list

ener

Listen Again

OMS

Podcasts

Live Radio

Digital Tracks

CDsCassette/Vinyl

DVDOnline Video

Any TV

Video Games

Other

0

5

10

15

20

25

30

0 10 20 30 40 50 60 70 80 90 100

MIDAS Spring 2018

www.rajar.co.uk 20

Weekly Reach % v Ave hrs per Listener(15-24s)

Source: MIDAS Spring 2018, n = 343


Ave

rage

ho

urs

per

list

ener

Weekly Reach %

Listen Again

OMS

Podcasts

Live Radio

Digital Tracks

CDs

Cassette/Vinyl

DVD/Video

Online Clips

Any TV

Video Games

Other

0

2

4

6

8

10

12

14

16

0 10 20 30 40 50 60 70 80 90 100

MIDAS Spring 2018

www.rajar.co.uk

Time of Day Listening takes place – MONDAY to FRIDAY average


21

Live Radio reaches its maximum audience between 8.00-8.15am

Podcasts reach their highest audience between 8.00-8.15am

On Demand Music Services see a high between 2:00-2:15pm

Listen Again or Catch up radio it peaks between 1:15-1.30pm.

Wee

kly

Rea

ch %

of

liste

ner

s

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

4.0

0 -

4.3

0am

5.0

0 -

5.3

0am

6.0

0 -

6.1

5am

6.3

0 -

6.4

5am

7.0

0 -

7.1

5am

7.3

0 -

7.4

5am

8.0

0 -

8.1

5am

8.3

0 -

8.4

5am

9.0

0 -

9.1

5am

9.3

0 -

9.4

5am

10

.00

- 1

0.1

5am

10

.30

- 1

0.4

5am

11

.00

- 1

1.1

5am

11

.30

- 1

1.4

5am

12

.00

- 1

2.1

5p

m

12

.30

- 1

2.4

5p

m

1.0

0 -

1.1

5p

m

1.3

0 -

1.4

5p

m

2.0

0 -

2.1

5p

m

2.3

0 -

2.4

5p

m

3.0

0 -

3.1

5p

m

3.3

0 -

3.4

5p

m

4.0

0 -

4.1

5p

m

4.3

0 -

4.4

5p

m

5.0

0 -

5.1

5p

m

5.3

0 -

5.4

5p

m

6.0

0 -

6.1

5p

m

6.3

0 -

6.4

5p

m

7.0

0 -

7.1

5p

m

7.3

0 -

7.4

5p

m

8.0

0 -

8.1

5p

m

8.3

0 -

8.4

5p

m

9.0

0 -

9.1

5p

m

9.3

0 -

9.4

5p

m

10

.00

- 1

0.1

5p

m

10

.30

- 1

0.4

5p

m

11

.00

- 1

1.1

5p

m

11

.30

- 1

1.4

5p

m

12

.00

- 1

2.3

0am

1.0

0 -

1.3

0am

2.0

0 -

2.3

0am

3.0

0 -

3.3

0am

OMS Listen again Podcasting Live Radio

MIDAS Spring 2018

www.rajar.co.uk

MIDAS Measurement of Internet Delivered Audio Services

Sample comprised of 2214 re-contacted respondents from the main RAJAR Survey

Fieldwork was conducted during February 2018

For Publication Enquiries contact;

Lyndsay Ferrigan

RAJAR Communications Manager

Email: [email protected]

Telephone Number: 02073950636

For more information:

Any use of information in this presentation must

quote the source RAJAR/IpsosMori

22

MIDAS Spring 2018

rajar midas audio survey introduction in today’s connected world, radio has transformed into a...

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