rajar midas audio survey · what proportion of all podcast episodes that you download do 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 Summer 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 Summer 2018

www.rajar.co.uk

LIVE RADIO

‘Live Radio’ listening hours are

dominated by traditional AM/FM and

DAB Radio sets. (AM/FM Share = 42%

DAB = 40%). Listening to radio via a

Desktop/Laptop = 5% share,

Smartphone 4% and Any TV 4%.

Voice activated speakers = 2%

Tablets = 1%

APPS

Radio Apps are popular amongst radio

listeners – 29 million or 53% of the UK

population have downloaded a Radio App,

including 4.9 million (61%) of 15-24 year

olds and 6.0 million (67%) of 25-34 year

olds. On average App users have 2 Radio

Apps stored on their Device.

LISTEN AGAIN

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

Share of ‘catch up radio’ via Device; Smartphones 41%

Desktop/Laptop 30%, and Tablets 17%.

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

78% of Listen Again/Catch Up Radio hours are listened to

alone.

PODCASTING

6.4 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 (65%).

Podcasting hours are mainly consumed

whilst Working/Studying (30% share)

Driving/Travelling (25% share).

2 10

3

74

7 3

Listen Again

On Demand Music

Podcasts

Live Radio

Digital Tracks

CD's

Cassettes/Vinyl

SHARE OF AUDIO % (excluding visual)

3


MIDAS Summer 2018

www.rajar.co.uk

4

8

12

12

24

24

24

30

33

90

91

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 Summer 2018

www.rajar.co.uk 5

AUDIO SHARE% (exc visual) BY AGE GROUP


15 - 24 25-34

17

1

3

9

17

62

1 34

10

34

48

MIDAS Summer 2018

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AUDIO SHARE% (exc visual) BY AGE GROUP

35-54 55+0

43

3

8

7

75

1 2 34

2

88

MIDAS Summer 2018

www.rajar.co.uk 7

10

5

7

92

15

28

6

10

23

15

93

27

25

3

6

39

17

87

31

20

4

3

54

12

83

30

18

3

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 Summer 2018

www.rajar.co.uk

AGE/SEX % LISTENER PROFILES

8


LISTEN AGAIN

6

13

39

43

56

44

Age Gender

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

14

25

41

20

55

45

Age Gender

PODCASTING

33

27

31

8

54

46

Age Gender

ON DEMAND MUSIC

SERVICES

MIDAS Summer 2018

www.rajar.co.uk 9


DEVICE SHARE EXCLUDING VISUAL%Laptop/Desktop Tablet

Smartphone Voice Activated Speakers

MIDAS Summer 2018

www.rajar.co.uk

REACH%

LIVE RADIO VIA DEVICE

10

0.3

2.0

2.4

3.5

4.0

9.8

11.1

11.6

49.3

57.5

0 10 20 30 40 50 60 70

Other Device

Digital music player

Tablet

Wifi Radio

Voice Activated Speaker

Desktop/Laptop computer

TV

Smartphone

DAB Digital Radio

AM/FM Radio

4240

3 5 46

AM/FM Radio DAB RadioAny TV Desktop/LaptopSmartphone Other


SHARE%

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

MIDAS Summer 2018

www.rajar.co.uk

LIVE RADIO by ACTIVITY

11

1.2

1.4

1.4

6

6.7

7

9.4

18.6

23.1

29.0

31.5

33.5

57.2

0 20 40 60 80

Gaming

Shopping

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 Summer 2018

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LIVE RADIO by WHO LISTENED WITH

31%

4%

12%

42%

6% 2%1%

15-24

On my own

Partner/Spouse

Children

Family Members

Colleagues

Friends

Other people you know

Other people you don't know

51%

21%

6%

4%

15%

2% 1%0%

MIDAS Summer 2018

www.rajar.co.uk

REACH% OF PODCAST USERS

PODCASTING VIA ACTIVITY

13


1%

2%

2%

4%

6%

6%

7%

11%

12%

21%

28%

34%

34%

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

Socialising

Communicating

Gaming

Shopping (not online)

Any other internet use

Social Media

Washing/Dressing

Sports/ exercise/ hobbies

Eating/ drinking/ cooking

Household Chores

Working/ studying

Driving/ travelling

Relaxing/ nothing particular

MIDAS Summer 2018

www.rajar.co.uk

PODCASTING

14


SHARE%

LOCATION

10%

18%

5%

65%

1%

Digital Music Player Desktop/Laptop computer Tablet

Smartphone Voice Activated Speaker

DEVICE48

14

22

14

2

At Home

Car/ Van/ Lorry

Work/ Place of study

Public Transport/ walking

Elsewhere

MIDAS Summer 2018

www.rajar.co.uk

PODCASTING

15


MIDAS Summer 2018

90

41 1 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?

16


MIDAS Summer 2018

28 39 15 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

68 21 5 5

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

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

OMS Listen Again Podcasting Live Radio

Time of Day Listening takes place – MONDAY to FRIDAY average


17

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

MIDAS Summer 2018

www.rajar.co.uk

MIDAS Measurement of Internet Delivered Audio Services

Sample comprised of 2181 re-contacted respondents from the main RAJAR Survey

Fieldwork was conducted during May 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

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MIDAS Summer 2018

rajar midas audio survey · what proportion of all podcast episodes that you download do you...

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