rajar midas audio survey introduction · apple music/soundcloud/deezer bbc/other radio/ other music...

www.rajar.co.uk

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 Autumn 2017

MIDAS Measurement of Internet Delivered Audio Services

INTRODUCTION

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 Autumn 2017

www.rajar.co.uk

LIVE RADIO

‘Live Radio’ listening hours are

dominated by traditional AM/FM and

DAB Radio sets (AM/FM Share = 43%

DAB = 41%). Listening to radio via a

Smartphone or TV have a share of 4%

and Desktop/Laptop has a share of 3%.

Listening to radio via a Tablet or Voice

activated speakers have a much smaller

share (1%)

APPS

Radio Apps are popular amongst radio

listeners – 27 million or 49% of the UK

population have downloaded a Radio App,

including 4.8 million (60%) of 15-24 year

olds and 5.7 million (63%) of 25-34 year

olds. On average App users have 2 Radio

Apps stored on their Device.

LISTEN AGAIN

4.1 million adults use the ‘listen again’ or ‘catch up’

radio function.

Share of listening again via Device; Smartphones 36%,

Desktops/Laptops 35% and Tablets 17%.

75% of all ‘listen again’ hours are listened to in Home.

83% of Listen Again/Catch Up Radio hours are listened

to alone.

PODCASTING

5.6 million adults use any Podcast in a

week and the Smartphone is the most

popular device to listen (63% of Adults

15+ who listened to a podcast).

Almost two thirds of all Podcasts

downloaded are listened to (69%). Over

a Quarter of all Podcasting hours (29%

share) are listened to whilst travelling.

18

3

75

8 4 1

Listen Again

OMS

Podcasts

Live Radio

Digital Tracks

CD's

Cassettes/Vinyl

SHARE OF AUDIO % (excluding visual)

3


MIDAS Autumn 2017

www.rajar.co.uk

3%

8%

10%

11%

20%

23%

25%

27%

32%

88%

93%

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

DVD/Video/Subscription TV

Digital Music Tracks

Total CD's

Online Video/ Audio clips

Live Radio

Any TV

4

AUDIO REACH %


MIDAS Autumn 2017

www.rajar.co.uk 5

AUDIO SHARE% (exc visual) BY AGE GROUP


15 - 24 25-34

1 61

4

14

16

60

0

2 5

16

24

52

MIDAS Autumn 2017

www.rajar.co.uk 6


AUDIO SHARE% (exc visual) BY AGE GROUP

35-54 55+

1 3

1

4

8

7

77

0

1 5

41

88

MIDAS Autumn 2017

www.rajar.co.uk 7

8

5

6

90

14

32

4

9

20

12

92

27

26

3

7

29

17

83

37

25

3

4

51

10

82

35

23

2

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 Autumn 2017

www.rajar.co.uk

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

8


32

31

8

12

5

43

2 1

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

19

19

13

30

54

3 3

15-24

22

28

15

18

5

72 211

25-34

30

32

8

12

44

4 3 1

35-5442

35

4

3

52

43 1

55+

MIDAS Autumn 2017

www.rajar.co.uk

AGE/SEX % LISTENER PROFILES

9


LISTEN AGAIN

8

14

38

40

46

54

Age Gender

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

14

28

36

22

60

40

Age Gender15-24 25-34 35-54 55+ Male Female

PODCASTING

37

24

31

8

56

44

Age Gender

ON DEMAND MUSIC

SERVICES

MIDAS Autumn 2017

www.rajar.co.uk 10


DEVICE SHARE EXCLUDING VISUAL%Laptop/Desktop Tablet

Smartphone Voice Activated Speakers

MIDAS Autumn 2017

www.rajar.co.uk 11


19.1m people claim have access to a Bluetooth speaker or Soundbar

MIDAS Autumn 2017

3.3 3.4

4.4 4.6

5.3 5.3

8.6

Podcasts Listen again Other Digital Music files Live Radio OMS TV

Ave

rage H

ours

www.rajar.co.uk

REACH%

LIVE RADIO VIA DEVICE

12

0.2

1.1

3.4

4.0

3.8

6.8

10.0

11.6

50.1

56.3

0 10 20 30 40 50 60

Other Device

Voice Activated Speaker

Digital music player

Tablet

Wifi Radio

CD Player

Desktop/Laptop computer

Smartphone

Any TV

DAB Digital Radio

AM/FM Radio

43

41

43

4 5

AM/FM Radio DAB Radio Any TV

Desktop/Laptop Smartphone Other


SHARE%

MIDAS Autumn 2017

1.9

www.rajar.co.uk

LIVE RADIO by ACTIVITY

13

1.0

1.3

2.5

5.1

7.0

7.4

19.5

22.7

31.0

32.5

34.9

57.0

0 10 20 30 40 50 60

Shopping

Gaming

Social Media

Communicating

Sports/Hobbies

Socialising

Any other internet use

Washing/Dressing

Working/ studying

Eating/ drinking/ cooking

Household Chores

Relaxing/ nothing particular

Driving/ travelling


SHARE%

REACH%

MIDAS Autumn 2017

6.1

www.rajar.co.uk 14


LIVE RADIO by WHO LISTENED WITH

43%

4%11%

32%

4% 2%2%

15-24

On my own

Partner/Spouse

Children

Family Members

Colleagues

Friends

Other people you know

Other people you don't know

51%

20%

6%

5%

14%

2% 1% 1%

MIDAS Autumn 2017

www.rajar.co.uk 15

Weekly Reach % v Ave hrs per Listener (15+)

Source: MIDAS Autumn 2017, n = 2,232


MIDAS Autumn 2017

Listen Again

OMS

Podcasts

Live Radio

Digital TracksCDs

Cassette

DVD/Video

Online Clips

Any TV

Video Games

0

10

20

30

40

50

60

70

80

90

100

0 5 10 15 20 25

www.rajar.co.uk 16

Weekly Reach % v Ave hrs per Listener(15-24s)

Source: MIDAS Autumn 2017, n = 285


MIDAS Autumn 2017

Listen again

OMS

Podcasts

Live Radio

Digital Tracks

CDs

Cassette

DVD/Video

Online Clips

Any TV

Video Games

Other0

10

20

30

40

50

60

70

80

90

100

0 2 4 6 8 10 12 14 16

www.rajar.co.uk

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 3:00-3:15pm

Listen Again or Catch up radio it peaks between 10:15-10.30pm.

MIDAS Autumn 2017

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

4.0

0 -

4.3

0am

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 2232 re-contacted respondents from the main RAJAR Survey

Fieldwork was conducted during September 2017

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

18

MIDAS Autumn 2017

rajar midas audio survey introduction · apple music/soundcloud/deezer bbc/other radio/ other music...

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