digital radio use in switzerland · digital radio has now also overtaken fm in cars, where 55% of...

DIGITAL RADIO USE IN SWITZERLANDTrend analysis, spring 2020

Jessica Allemann Brancher, digital migration Working GroupSwissRadioDay – 27 August 2020

DIGIMIG - the research project on the digital migration of radio usage in Switzerland 2

The spring 2020 round of the survey was conducted during the exceptional situation in Switzerland caused by COVID-19 (6-19 May 2020). The radio usage it shows may not correspond to the digitisation trend that is otherwise observable due to the differences in everyday life during this period (short-time working, working from home, less travel) from the norm. The latest developments will need to be compared to future rounds of the survey.

27/08/2020

71%

29%

68%

32%

65%

35%

64%

36%

57%

43%

54%

46%

53%

47%

49%

51%

63%

37%

61%

39%

Autumn2015

Spring2016

Autumn2016

Spring2016

Autumn2017

Spring2018

Autumn2018

Spring2019

Autumn2019

Spring2020

Switzerland increasingly listens to digital radio

3

Digital radio is on the rise and is replacing FM radio. 71% of radio usage is already digital.

Radio usage volume (in percent) by type of reception

DIGIMIG - the research project on the digital migration of radio usage in Switzerland

Digital

Analog

Digital

Analog

Digital

Analog

Digital

Analog

Digital

Analog

Digital

Analog

Digital

Analog

Digital

Analog

Digital

Analog

Source: GfK Switzerland, DigiMig survey, n(2015/2)=2’453, n(2016/1)=2’526, n(2016/2)=2’531, n(2017/1)=2’504, n(2017/2)=2’519,n(2018/1)=2’673, n(2018/2)=2’761, n(2019/1)=2’740, n(2019/2)=2’800 , n(2020/1)=2’625

Digital

Analog

The spring 2020 round of the survey was conducted during the exceptional situation caused by COVID-19.

27.08.2020

Autumn2015

Spring2016

Autumn2016

Spring2017

Autumn2017

Spring2018

Autumn2018

Spring2019

Autumn2019

Spring2020

4

FM is continuing to lose ground to DAB+ and IP radio. 39 out of every 100 radio minutes are listened to via DAB+.DAB+ usage is growing faster than IP usage, which is growing more slowly but has now overtaken FM.Radio usage volume (in percent) by type of reception


26%

23%

51%

VHF is now at the bottom of the league: IP has now also overtaken VHF

27%

34%

39%

26%

27%

47%

28%

26%

46%

25%

32%

43%

29%

34%

37%

31%

33%

36%

30%

35%

35%

31%

37%

32%

32%

39%

29%



27.08.2020

Radio use via TV (5% of total use) is assigned to the Internet/Digital category

48% 49% 45% 43% 43% 39% 39% 34% 34% 29%

19% 23% 25% 29% 26% 30% 25% 29% 29% 36%

33% 28% 30% 28% 31% 31% 36% 37% 37% 35%

52% 52% 52% 50% 51%41% 39% 39% 38%

28%

18% 20% 20% 22% 22%29% 27% 31% 28%

33%

30% 28% 28% 28% 27% 30% 34% 30% 34% 39%

52% 46% 45% 43% 38% 36% 36% 35% 31% 28%

24% 28% 28% 33% 36% 35% 35% 37% 39% 41%

24% 26% 27% 24% 26% 29% 29% 28% 30% 31%

Digital radio is on the rise in all regions of Switzerland. DAB+ in particular is growing and has now also overtaken FM in Italian-speaking Switzerland (SI). DAB+ remains the most popular reception mode in German-speaking Switzerland (DS), while DAB+ has overtaken IP in French-speaking Switzerland (SR).Radio usage (in percent) by reception type and language region

Source: GfK Switzerland, DigiMig survey, n(2020/1)=2’625; (n[DS, 2020/1]=1’573, n[SR, 2020/1]=729, n[SI, 2020/1]=323)


LANGUAGE REGIONRadio use by language region


27.08.2020 5

A2015

S2016

A2016

S2017

A2017

S2018

A2018

S2019

A2019

S2020

A2015

S2016

A2016

S2017

A2017

S2018

A2018

S2019

A2019

S2020

A2015

S2016

A2016

S2017

A2017

S2018

A2018

S2019

A2019

S2020

Analog/FMInternet/ Digital TV

A = Autumn; S = Spring

55% 53% 51% 48% 46% 43% 40% 39% 38% 36%

25% 32% 31% 37% 36% 38% 37% 41% 39% 43%

20% 15% 18% 15% 18% 19% 23% 20% 23% 21%

51% 46% 48% 42% 40% 35% 39% 34% 32% 26%

21% 24% 24%27% 29% 31% 31%

32% 35%38%

28% 30% 28% 31% 31% 34% 30% 34% 33% 36%

42% 38% 36% 37%26% 27% 27% 27% 22% 20%

24%22% 22%

30%36% 32% 28% 32%

33% 36%

34% 40% 42%33% 38% 41% 45% 41% 45% 44%

6

Digital radio now accounts for more than 64% of usage in every age group. Digital migration is most advanced among the young, with IP radio being the strongest vector. DAB+ is most popular among the 55+ age group.

Source: GfK Switzerland, DigiMig survey, n(2020/1) = 2’625; (n[15-34, 2020/1]=679, n[35-54, 2020/1]=960, n[55+, 2020/1]=986)

Radio usage (in percent) by reception type and age groups


AGE

Radio use by age


27.08.2020

Analog/FMInternet/ Digital TV

A = Autumn; S = Spring

A2015

S2016

A2016

S2017

A2017

S2018

A2018

S2019

A2019

S2020

A2015

S2016

A2016

S2017

A2017

S2018

A2018

S2019

A2019

S2020

A2015

S2016

A2016

S2017

A2017

S2018

A2018

S2019

A2019

S2020

home

work

car

sports

on the way

others

Radio usage by usage site

7

Radio usage (in percent) by reception type and usage location


PLACE OF USE

Source: GfK Switzerland, DigiMig survey, n(2020/1)= 2’625

Radio usage is greatest at home, accounting for 65 of each 100 minutes of listening time. Usage at work accounts for 18 of each 100 minutes, while in-car listening makes up 12 minutes.

65%

18%

12%

3%2%

1%

+4 change compared to 2015/2 in percentage points – COVID-19?

-3


27.08.2020

The figures represent total radio usage on stationary and mobile devices by usage location

57%

32%

Radio usage by usage location and reception type

8

Digital radio has now also overtaken FM in cars, where 55% of radio usage is now via DAB+ or the Internet. FM usage at work hasdeclined from a third to a fifth in the space of a year. Radio usage (in percent) by reception type and usage location

36%


39%29%

21% 43%

45% 47%

PLACE OF USE

+15 +5-20

-26 +16 +11

-27 +27

Source: GfK Switzerland, DigiMig survey, n(2020/1)= 2’625

The lion's share of DAB+ usage (64% of total DAB+ usage) takes place at home. (+ 3 pp compared to last year).

DAB+ is now the most used reception mode at home (39%), at work (43%) and now also in the car. FM is declining sharply at work (-11 pp in a year)

DAB+ has now also overtaken FM in the car(47%, +9 pp in a year).

IP radio is catching up and has overtaken FM at home and at work.

change compared to2015/2 in percentage points


55% DAB+ and IP

27.08.2020

home

work

car

sports

on the way

others

Personal ranges of the reception vectorsThree quarters (74%) of the population uses digital radio. Half of these people still use FM radio. 36% of the population uses digital radio exclusively, while 13% listens only to FM radio.

74% of the population use digital radio (DAB+ or IP/TV). 36% exclusively use digital radio. The share of "Digital Only" listeners has grown strongly, compared to four an a half years ago (+14 percentage points [PP]).

51% still use analogue radio. This is a decrease of 24 PP compared to autumn 2015. 13% use only FM and no other vector.

52% use DAB+. 12% exclusively use DAB+. The proportion of "DAB+ only" listeners has more than doubled in four and a half years

49% use IP radio or radio via TV, but only 9% use IP or TV exclusively.

Range of reception vectors (in percent)

FACTS


RANGES

13%-11

12%+7

9%+2

13%-9

12%+0

13%-2

15%+9

not allocable: 3%+0

no radio: 10%+4

FMΣ= 52%

-25

IP/TVΣ= 49%

+2

Source: GfK Switzerland, DigiMig survey, n(2015/2)=2’453, n(2020/1)=2’625

Σ= 52%+12

Digital Radio (IP/TV/DAB+)

Σ= 74%+14

change compared to2015/2 in percentage points

The spring 2020 round of the survey was conducted during the exceptional situation caused by COVID-19. 927.08.2020

FMONLY

FMONLY

FMONLY

FMONLY

FMONLY

FMONLY

FMONLY

FMONLY

FMONLY

FMONLY

FM+DIGITAL

FM+DIGITAL FM

+DIGITALFM

+DIGITALFM

+DIGITAL FM+DIGITAL

FM+DIGITAL

FM+DIGITAL FM

+DIGITALFM

+DIGITAL

DIGITALONLY

DIGITALONLY DIGITAL

ONLY DIGITALONLY

DIGITALONLY

DIGITALONLY DIGITAL

ONLYDIGITAL

ONLY DIGITALONLY

DIGITALONLY

NO RADIO NO RADIO NO RADIO NO RADIO NO RADIO NO RADIO NO RADIO NO RADIO NO RADIO NO RADIO

UNKNOWN UNKNOWN UNKNOWN UNKNOWN UNKNOWN UNKNOWN UNKNOWN UNKNOWN UNKNOWN UNKNOWN

Autumn2015

Spring2016

Autumn2016

Spring2017

Autumn2017

Spring2018

Autumn2018

Spring2019

Autumn2019

Spring2020

10

Only 13% of the population still listen exclusively to FM radio. Around three quarters of the population (74%) listens to digital radio, while 36% no longer listens to FM radio but only to digital radio.Radio usage volume (in percent) by reception method


Development of personal reach over timeRANGES


43%

22%

24%

7%

47%

22%

21%

7%

42%

21%

26%

8%

43%

18%

28%

8%

41%

17%

31%

9%

50%

23%

19%

5%

51%

24%

16%

6%

39%

18%

31%

9%

39%

15%

34%

11%

36%

38%

13%

10%


27.08.2020

11

KEY MESSAGES

71%of radio usage

is digital

+22percentage points

more in4½ years

47%of in-car usage

is DAB+(55% digital)

Radioland Switzerland goes digital


>70%is digital in all

language regions

77%is digital for

peopleunder 55

13%of the

population still listens only to

FM Radio

39%is via DAB+(FM: 29%)

Source: GfK Switzerland, DigiMig survey, n(2020/1)=2’625. The spring 2020 round of the survey was conducted during

the exceptional situation caused by COVID-19.

27.08.2020

digital radio use in switzerland · digital radio has now also overtaken fm in cars, where 55% of...

Documents