listen up ireland · 2019-04-15 · 2 in 3 listen to digital audio, equating to 2.3m people 5 66%...

Listen Up IrelandIrish Research into Digital Audio Consumption & Behaviour

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Objectives & Methodology

/ Research was conducted to establish usage of Digital Audio in Ireland focusing on:

➢ Incidence & demographics of using Digital Audio

➢ Digital Audio channels used

➢ Time spent listening to Digital Audio

➢ Devices used for listening to Digital Audio

➢ What time do people listen to Digital Audio

➢ Activities undertaken when listening to Digital Audio

➢ Content accessed through Digital Audio

➢ Attitudes towards Digital Audio

/ Digital Audio is defined as radio, music or podcast that is accessed through an online connection. This includes live radio, catch up radio, podcast and music streaming services; all connected through a device that allows you to be online.

/ The survey was conducted online with a nationally representative sample of n=1,011 adultsaged 18+, using RED C’s online panel, RED C Live.

/ The survey was conducted between the 24th-29th January 2019.

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49%

51%

Gender

ABC1‘s: 42%

C2DE‘s: 52%

Social Class

Age

10%

19%

21%

18%

14%

18%

18-24

25-34

35-44

45-54

55-64

65+

Conn/ Ulster

18%

Rest of Leinster

26%Munster

28%

Dublin

28%

Region

REDLINEWeighted to be representative of all adults aged 18+ using the latest CSO census

data on the following demographics (n=1,011)

Digital Audio Consumption

2 in 3 listen to Digital Audio, equating to 2.3m people

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66%of all Adults 18+ listen to Digital Audio

44%

44%

28%

26%

18%

On demand music services

Live radio stations online

Podcasts

Catch up radio online

Radio aggregator services

2.3m people aged 18+ in Ireland listen to Digital Audio

% who use Digital Audio Channel

INCREMENTAL REACHBy advertising on digital audio, you can reach an additional 9% of listeners who

listen to digital audio rather than traditional FM Radio, this additional

reach is 12% for 18-24's.

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ABC1‘s: 46%

C2DE‘s: 48%

Social Class

Conn/ Ulster

19%

Rest of Leinster

25%Munster

25%

Dublin

31%

Region

51%

49%

Gender Age

13%

22%

24%

16%

11%

14%

18-24

25-34

35-44

45-54

55-64

65+

+9% vs. Pop.

+4% vs. Pop.

Digital Audio is consumed across the population but the 18-44 year olds are more likely to use Digital Audio

F‘s: 6%

+3% vs. Pop.

52%44%

22% 20%15%

On Demand MusicService

Live Radio StationOnline

Podcast Catch up Radio Online Radio AggregatorServices

Weekly

Online Listening is a Weekly Habit

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=1.2m=1m

=499k =454k=409k

59%52%

27% 27%18%

52%44%

22% 20%15%

24%

13%6% 5% 5%

On Demand MusicService

Live Radio StationOnline

Podcast Catch up Radio Online Radio AggregatorServices

Monthly Weekly Daily

More than half of Digital Audio Users Listen to Online Music Services Weekly

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67% Among 18-24 year olds 18% Among

35-44 year olds 11% Among 35-44 year olds

15% Among18-24 year olds

9% Among35-44 year olds

On Demand MusicService

Live Radio StationOnline

Podcast Catch up Radio Online Radio AggregatorServices

Monthly Weekly Daily

1.2m Listen Weekly to Online Music Services, with 1m Listening Weekly to Live Radio Stations Online

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544k

1.2m1.3m

295k

1m1.2m

136k

499k613k 613k

114k 114k

454k341k409k

Usage of Digital Audio is 13.6 hours per week(among Digital Audio Users)

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13.6Hours

per Week

Listening to Digital Audio

5.4

3.4

1.8

1.7

1.3

On demand music services

Live radio stations online

Podcasts

Catch up radio online

Radio aggregator services

Digital Audio Listened toHours per Week

The 18-24 year olds are Heavy Users of Digital Audio followed by the 35-44 year olds

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8.3

6.4

7.3

17.8

14

25.1

65+

55-64

45-54

35-44

25-34

18-24

Hours per WeekBy Age Group

13.6Hours

per Week

Listening to Digital Audio

12.8 hours 14.4 hours

On Demand Music dominates for the 18-24 year olds, followed by Podcasts

14.4

4.6

2.7

2.2

1.2

18-24 years

25.1

On demand music services

Podcasts

Live radio stations online

Catch up radio online

Radio aggregator services

TOTAL

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2.1

3.6

1.5

0.8

25-34 years

14.0

5.7

2.7

4.3

2.7

2.4

35-44 years

17.8

2.7

0.6

2.6

0.8

0.6

45-54 years

7.3

1.7

0.2

2.7

1.1

0.7

55-64 years

6.4

1.8

0.2

3.7

0.9

1.7

65+ years

8.3

Hours per Week

Live radio online is popular among the 45+

Females listen 1.5 hours more to Digital Audio a Week than Males, driven by On Demand Music and Live Radio

12.9

On demand music services

Podcasts

Live radio stations online

Catch up radio online

Radio aggregator services

TOTAL

5.2

1.7

3.1

1.5

1.4

Male

14.4

5.7

2

3.7

1.8

1.2

Female

Hours per Week

Digital Audio Has Grown in The Last 12 Months

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…of all digital audio listeners are listening more to digital audio than a year ago

53%

68%Growth

…among the18-24 year olds

60%Growth

…among the25-34 year olds

Digital Audio Behaviour(how, when, where, what)

The Smartphone Dominates for Digital Audio Listening, Especially among Young People

16

75%

38%

25%

16%

14%

58%

19%

8%

7%

6%

Smartphone

PC i.e. Desktop or Laptop

Tablet e.g. iPad

Smart Speakers/ Smart TV

Internet Radio Device

Most Used Regularly Used

81% of the 18-24 year olds use smartphone most often for

digital audio

Steady Level of Digital Audio Consumption Across the Day

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30% 32% 29%33% 31%

6%10%

21% 21%17% 20%

5%

6:00-9:00Morning

9:00-12:00Mid Morning

12:00-16:00Afternoon

16:00-19:00Late Afternoon

19:00-24:00Evening

24:00-6:00Overnight

Peak listeningtime for men is weekday

late afternoon(16:00-19:00)

For women, peak listening time is weekday mid-morning (9:00-12:00)

Weekday Weekend

18Digital Audio is especially used when doing household chores, relaxing and driving but

also when exercising (outdoor), working, commuting and browsing the web

48%

41%39%

22%20% 20% 20%

10% 10%6% 5% 5%

Household chores

Relaxing Driving Outdoor Exercise

Working Commuting via Public Transport

While using internet/

social media

At the gym In shower/ getting ready

Watching TV Studying Socialising

Top 3 Activities when Listening to Digital Audio

Females 57%65+y 64%

Males 50%

Females 27%

18-24y 38%

65+y 30%

18-24y 26%

18-24y 21%

18-24y 18%

Music, News & Politics and Sports are the most commonly accessed content through Digital Audio

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91%

72%

52% 49% 44% 39% 38%

84%

59%

39% 34% 30% 26% 24%

48%

27%10% 5% 6% 3% 5%

Music News & Politics Sports Comedy, Arts &Entertainment

Lifestyle & Health Educational Business &Technology

Monthly Weekly Daily

75% Among 55+ year olds

56% Among Males

52% Among 55+ year olds

43% Among 18-34 year olds

The Future of Digital Audio

Continued Growth for Digital Audio

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…of the population expect to listen more to digital audio in the next 12 months

…of current digital audio listeners expect to increase their usage of digital audio

in the next 12 months

27%

38%

Digital audio has introduced me to new content

48%

Digital Audio has the potential to Differentiate both in terms of Content and Advertising

Feel that ads on digital audio are more memorable than ads on other media

17%

Remember a company/brand that they heard advertising for recently on Digital Audio

22%

Willing to listen to ads in return for great content

37%

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14%

23%

Growth in Smart Speaker Ownership could be a game changer for Digital Audio

Ownership of Smart Speaker

Do not own one currently but are planning to buy

one in the next 12 months

2 in 5 could own a Smart Speaker a year from now

Key Learnings

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Key Learnings

1. 2 in 3 listen to Digital Audio – this is expected to grow significantly.

2. Digital Audio is used across all age groups, with younger age groups being heavy users of Digital Audio.

3. Digital Audio is mainly accessed though smartphones –making the experience mobile and allowing for a wide range of consumption occasions.

4. Digital Audio has the potential to differentiate both in terms of Content & Advertising.