Specialists in Online Audience ResearchWhat we currently know about the UK market for radioThe “ticking time-bomb” of youth audiencesWhat we’re about to find out internationally
What we currently know about the UK market for radio
The UK Population Discovering New Music - Top 12 Sources Hearing a song on the radio or a DJ recommending it Seeing music on TV Word of mouth in person or over the phone From a video streaming website From online stores like iTunes or Amazon Seeing an advertisement on TV Word of mouth via email or messenger app Music shops/Supermarkets Hearing an advertisement on the radio Online search via Search Engine Concert/Gigs A streaming service like Spotify or We7
The UK Population Time Spent Listening To Music By Device, Per Day
14-19 year oldsThe UK Population Discovering New Music - Top 12 Sources From a video streaming website Word of mouth via Social Media Hearing a song on the radio or a DJ recommending it Word of mouth in person or over the phone Seeing Music on TV Concerts/Gigs From online stores like iTunes or Amazon A streaming music service like Spotify or We7 Word of mouth via email or messenger app Online Search via a Search Engine Seeing an advertisement on TV Music Magazines
The UK Population Discovering New Music Time Spent Listening To Music By Device, Per Day Time Spent Listening To Music By Device, Per Day
What “older people” have been saying in our online communities have been saying
The Older (20+ yrs) PerspectiveRadio is very much alive and well.Though being consumed in different ways and with different technologies the fundamental appeals ofradio are as strong as ever (a source of information and entertainment that one can enjoy asbackground to other activities and on the move).Radio remains a source of company/contact with others. Whatever the means of delivery, thecommon view was that this aspect would never be replaced.Radio was considered to be very effectively adapting to new technologies. Access to stations acrossthe globe via the Internet was seen as an exciting and significant modern development.“I’ve always listened to the radio. I can’t “I think radio has done well to adapt to the digitalimagine life without it. Somewhere on era - its embraced it and therefore radio will remainthe radio you’ll find what you’re in the popular - I cant see it being phased out or dying -mood for – any kind of music, drama, radio caters for everyone and I cant see anotherwhatever…it’s a constant companion.” form of entertainment replacing it. I listen to music via Spotify and Last.FM but I still listen to radio - it complements it rather than competes against” “Radio’s adapting by internet streaming, “There’s something about listening to the radio DAB and by providing radio channels on that is special and real time. I see no reason at all TV sets. They’re also using social media that radio will start to die. It’s still a very ‘mobile’ to stay relevant to their audience.” way of listening to music.”
A World Of MusicWhat’s Really Happening Out There?
What We Are About To Do... Behavioural Consumer Research Across Key Territories: UK USA Sweden Germany France South Korea Phase 1: National Measures Of Audio Consumption.2,500 online interviews will be conducted in each territory.In each territory, the sample will be statistically and demographically representative of the totalpopulation above the age of 13 years.Method: Phase 2: Audiencenet Online Communities .In each territory, bespoke online communities will be established for the purpose of:-a) in-depth qualitative research andb) behavioural measurement in relation to music/audio consumption in real-time.The communities will be representative of the key consumer segments as determined in Phase 1.