rajar midas audio survey · 2019-01-18 · what proportion of all podcast episodes that you...

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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 Winter 2018

MIDAS Measurement of Internet Delivered Audio Services

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 Winter 2018

www.rajar.co.uk

LIVE RADIO

‘Live Radio’ listening hours are

dominated by traditional AM/FM and

DAB Radio sets. (AM/FM Share = 41%

DAB = 40%). Listening to radio via;

TV 5%, Voice activated Speakers 4%

Desktop/Laptop 4%, Smartphone 3%

And Tablets 1%

APPS

Radio Apps are popular amongst radio

listeners – 29 million or 52% of the UK

population have downloaded a Radio App,

including 5.1 million (65%) of 15-24 year

olds and 6.1 million (67%) of 25-34 year

olds. On average App users have 2 Radio

Apps stored on their Device.

LISTEN AGAIN

4.0 million adults use the ‘listen again’ or ‘catch up’ radio

Share of ‘catch up radio’ via Device; Smartphones 39%

Desktop/Laptop 24%, and Tablets 23%.

77% of all ‘listen again’ hours are listened to in Home.

81% of Listen Again/Catch Up Radio hours are listened to

alone.

PODCASTING

6.5 million adults or 12% of the adult

population use a Podcast in an average

week.

Almost two thirds of podcasting hours are

listened to via a Smartphone (67%).

Podcasting hours are mainly consumed

whilst Working/Studying (29% share)

Driving/Travelling (30% share).

1 10

3

75

7 3

Listen Again

On Demand Music

Podcasts

Live Radio

Digital Tracks

CD's

Cassettes/Vinyl

SHARE OF AUDIO % (excluding visual)

3


MIDAS Winter 2018

www.rajar.co.uk

5

7

11

12

20

21

25

30

33

90

91

0 10 20 30 40 50 60 70 80 90 100

Cassette tapes / vinyl records

Catch Up/Listen Again

Video Games

Podcasts

CD's

Digital Music Tracks

On Demand Music Services

DVD/Video

Online Video/ Audio clips

Live Radio

Any TV

4

AUDIO REACH %


MIDAS Winter 2018

www.rajar.co.uk 5

9

8

5

93

15

22

7

8

26

14

92

25

23

4

6

35

21

87

24

14

4

4

53

16

84

23

21

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 GROUP


MIDAS Winter 2018

www.rajar.co.uk 6

AUDIO SHARE% (exc visual) BY AGE GROUP


15 - 24 25-34

2 81

2

12

17

59

1 43

12

29

49

MIDAS Winter 2018

www.rajar.co.uk 7


AUDIO SHARE% (exc visual) BY AGE GROUP

35-54 55+

0

4 2 37

7

77

1 2 3 42

89

MIDAS Winter 2018

www.rajar.co.uk

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

8


31

30

8

13

3

3

43

4

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

13

24

15

31

35

12 4

15-24

22

24

14

24

23

11 4

25-34

28

32

8

12

32

34

1 6

35-54 42

34

4

33

26

2 2

55+

MIDAS Winter 2018

www.rajar.co.uk

AGE/SEX % LISTENER PROFILES

9


LISTEN AGAIN

7

14

35

44

53

47

Age Gender

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

19

29

38

14

63

37

Age Gender

PODCASTING

30

23

34

12

54

46

Age Gender

ON DEMAND MUSIC

SERVICES

MIDAS Winter 2018

www.rajar.co.uk 10


DEVICE SHARE EXCLUDING VISUAL%Laptop/Desktop Tablet

Smartphone Voice Activated Speakers

MIDAS Winter 2018

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REACH%

LIVE RADIO VIA DEVICE

11

0.7

2.0

3.0

3.3

4.0

8.9

10.9

11.1

50.0

53.8

0 10 20 30 40 50 60

Other Device

Digital music player

Wifi Radio

Tablet

Voice Activated Speaker

Desktop/Laptop computer

Smartphone

Any TV

DAB Digital Radio

AM/FM Radio

4140

5 4 34

AM/FM Radio DAB RadioAny TV Desktop/LaptopSmartphone Voice Speaker


SHARE%

MIDAS Winter 2018

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LIVE RADIO by ACTIVITY

12

1.1

1.4

2.9

6.2

6.7

6.9

8.7

17.8

22.9

29.0

30.5

31.5

56.4

0 10 20 30 40 50 60

Shopping

Gaming

Social Media

Sports/Hobbies

Communicating

Socialising

Any other internet use

Washing/Dressing

Working/ studying

Eating/ drinking/ cooking

Household Chores

Relaxing/ nothing particular

Driving/ travelling


SHARE%

REACH%

MIDAS Winter 2018

www.rajar.co.uk 13


LIVE RADIO by WHO LISTENED WITH

49%

5%

10%

27%

5% 2%

15-24

On my own

Partner/Spouse

Children

Family Members

Colleagues

Friends

Other people you know

Other people you don't know

54%

19%

5%

5%

14%

2% 0% 1%

MIDAS Winter 2018

www.rajar.co.uk

REACH% OF PODCAST USERS

PODCASTING VIA ACTIVITY

14


2

3

4

4

4

7

7

7

14

15

17

25

32

44

0 5 10 15 20 25 30 35 40 45 50

Communicating (social media/ phone/ email/ texting etc)

Socialising

Gaming

Shopping (not online)

Other

Social Media

Any other internet use

Washing/Dressing

Sports/exercise/hobbies

Eating/ drinking/ cooking

Household Chores

Working/ studying

Relaxing/ nothing particular

Driving/ travelling

MIDAS Winter 2018

www.rajar.co.uk

PODCASTING

15


SHARE%

LOCATION

10

16

6

67

1

Digital Music Player Desktop/Laptop computer Tablet

Smartphone Voice Activated Speaker

DEVICE

39

13

23

21

4

At Home

Car/ Van/ Lorry

Work/ Place of study

Public Transport/ walking

Elsewhere

MIDAS Winter 2018

www.rajar.co.uk

PODCASTING

16


MIDAS Winter 2018

90

52 2

On my own

Partner/ spouse

Children (under 16)

Family member(s)

Colleagues

Friends

Other people you know

Other people you don't know

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

17


MIDAS Winter 2018

22 38 22 16 1

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

PODCASTING

67 22 5 2 4

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?

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Time of Day Listening takes place – MONDAY to FRIDAY average


18

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 3:15-3:30pm

Listen Again or Catch up radio it peaks between 11:00-11:15pm.

Wee

kly

Rea

ch %

of

liste

ner

s

MIDAS Winter 20184

.00

- 4

.30

am

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

www.rajar.co.uk

MIDAS Measurement of Internet Delivered Audio Services

Sample comprised of 2332 re-contacted respondents from the main RAJAR Survey

Fieldwork was conducted during November 2018

Data Tables available for Audio Excluding Visual by Age Demographic on request.

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

19

MIDAS Winter 2018

rajar midas audio survey · 2019-01-18 · what proportion of all podcast episodes that you...

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