radio & the ‘digital native’. the effect of new radio platforms source: rajar, ofcom, iab,...
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The effect of new radio platforms
Source: RAJAR, Ofcom, IAB, Industry estimates
DAB
22%DTV
80%
Mobile
70%Broadband
50%
Commercial radio’s reach with the 15-24year old audience has remained consistent across the last 5 years
Source: RAJAR
Q3 2009 Q3 2010 Q3 2011 Q3 2012 Q3 2013
71%77% 75% 71% 75%
15-24s are leading the growth in listening to radio via a mobile phone
Q3 2010 Q3 2011 Q3 2012 Q3 2013
30.7% 32.4% 34.4%
41.4%
Source: RAJAR; % of 15-24s that have ever listened to radio via a mobile phone
Radio plays a key role at reaching 15-24 year olds at breakfast and remains a consistent presence until late afternoon
06:00-06:30
06:30-07:00
07:00-07:30
07:30-08:00
08:00-08:30
08:30-09:00
09:00-09:30
09:30-10:00
10:00-10:30
10:30-11:00
11:00-11:30
11:30-12:00
12:00-12:30
12:30-13:00
13:00-13:30
13:30-14:00
14:00-14:30
14:30-15:00
15:00-15:30
15:30-16:00
16:00-16:30
16:30-17:00
17:00-17:30
17:30-18:00
18:00-18:30
18:30-19:00
19:00-19:30
19:30-20:00
20:00-20:30
20:30-21:00
21:00-21:30
21:30-22:00
22:00-22:30
22:30-23:00
23:00-23:30
23:30-00:000
500
1000
1500
2000
2500
Watching TV Listening To The RadioReading Any Newspaper or Magazine Using The Internet (via any device)
Source: TouchPoints 4, Base: 15-24 adults
75% of 15-24 year olds listen to the radio for entertainment
42% of 15-24 year olds listen to the radio to
discover new music
42% of 15-24 year olds listen to the radio as background
Source: TouchPoints 4