Radio on the MovePodcast Trend Update April 2016
Data collected from

Introduction
• Objectives:
– Monitor impact on listening of increased in-car availability of new in-dash
technologies
– Provide insight into in-car listening unavailable through PPM data
– Identify cross-platform opportunities for in-car audio
• Online survey, conducted October 30-November 16, 2015
• Sample:
– 2,028 Canadians, aged 18+
– Drivers or passengers in a private vehicle at least once per week (89% of adult
Canadians)
• Email invitations sent to members of the Angus Reid Forum
• Final data weighted to census data to reflect the distribution of the
Canadian population
• Key metrics of in-car audio consumption based on questions probing audio
consumed in the vehicle in the previous 24 hours
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Q.C1a When was the last time, if ever, you did the following in a private vehicle? [Listened to an audio podcast that you had downloaded
to play back later]
Base: Canadians, aged 18+, in private vehicle past week (n=2,028)
5% 5%
6% 6%
7% 7%
8%
Dec '10 Jun '11 Dec '11 Jun '12 Jun '13 Fall '14 Fall '15
In-car listening to podcasts
has shown steady growth since 2010.
Listened to an audio podcast in-car in past week

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In-car listening to podcasts peaks among 18-34
and university educated drivers/passengers.
Q.C1a When was the last time, if ever, you did the following in a private vehicle
[Listened to an audio podcast that you had downloaded to play back later]
Base: Canadians, aged 18+, in private vehicle past week (n=2,028)
Listened to an audio podcast in-car in past week
Gender
10% 7%
17%
8%
2%
18-34 35-54 55+
Age Education
5% 9% 13%
High school/less College/some U U grad+
Household Income
9% 8% 10%
<$50K $50-100K $100K+

5
Listeners to niche formats and public radio are
most likely to be in-car podcast listeners.
10%
10%
9%
8%
7%
7%
7%
80s/90s Pop Rock
Popular Current
Hits
Soft Rock & Pop
Classic Rock
Country
News/Info
60s/70s Pop Rock
Q.C1a When was the last time, if ever, you did the following in a private vehicle? [Listened to an audio podcast that you had downloaded
to play back later]
Base: Canadians, aged 18+, in private vehicle past week (n=2,028)
Listened to an audio podcast in-car in past week
Weekly listeners to station type...
25%
15%
14%
14%
13%
13%
Hip Hop/R& B
Classical
CBC Radio One
Hard Rock
Alt Rock
CBC Radio 2
Weekly listeners to station type...

40%
21%
19%
8%
6%
3%
2%
66%
11%
2.5%
8%
9% 1%
1%
AM/FM radio
Personal music on mp3/phone
Audio podcasts
CDs /cassettes
SiriusXM satellite radio
Streaming audio
Audio books
In-car podcast listeners devote lower in-car share to
AM/FM; more to personal music and podcasts.
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Share of in-car audio listening (past 24 hours)
Q.C1a. When was the last time, if ever, you did the following in a private vehicle?
Q.C2. Thinking of all the time you spent in the vehicle in the past 24 hours, how much time did you spend doing the following?
Base: Canadians, aged 18+, in private vehicle at least once per week (Fall 15: n=2,028); past week in-car podcast listeners (n=158)
Past Week In-Car Podcast ListenersAll 18+ Drivers/Passengers

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Q.B2b. When was the most recent time, if ever, that you did the following via your SMARTPHONE?
Base: Canadians, aged 18+, in private vehicle past week (Fall 2015: n=2,028)
5%
8% 8%
12%
3%
6% 6%
9%
2%
4% 4%
4%
June '12 June '13 Oct '14 Oct '15
Listened to a podcast via smartphone—all locations
Past month
Past week
Past 24 hours
Among Canadian drivers/passengers, aged 18+ (89% of the adult population)
Monthly and weekly podcast listening by smartphone,
in-car and elsewhere, is growing sharply.

42%
38%
11%
9%
57%
25%
10%
9%
At home
In car
At work
Elsewhere
Most on-demand listening to podcasts or streamed
audio programs still happens at home.
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Average % of time listened to podcasts/ streamed audio programs, by location
Q.F9 . Of all the time you spend listening to podcasts or streaming specific audio programs, what proportion is...
Base: Canadians, aged 18+, in private vehicle past week who indicate listening to podcasts or streamed audio programs in any location (n=762);
past week in-car podcast listeners (n=158)
Past Week In-Car Podcast ListenersAll Drivers/Passengers Who Listen to
Podcasts/Streamed Audio Programs

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In-car, podcasts are most frequently listened
to on long distance road trips.
Q.F10 Thinking of these occasions in the car, how often do you listen to podcasts/stream specific audio programs?
Base: Canadians, aged 18+, in private vehicle at least once per week; and who listened to podcast in past week (n=158)
% of past week in-car podcast listeners who “always” listen to podcasts/streamed audio programs when...
40%
31%
25%
On long distance roadtrips
Commuting
Just driving around town

10
CBC and other public radio programs lead a diverse
list of most listened to on-demand audio shows.
Q.F8 Please tell us the podcasts/audio program streams that you listen to most often.
Base: Canadians, aged 18+, in private vehicle past week who indicate listening to podcasts or streamed audio programs in any location (n=762)
Most Listened to Podcasts/Streamed Audio Programs (all programs w/ 1%+ mentions)
13%
3%
2%
2%
2%
1%
1%
1%
1%
1%
1%
CBC Radio (any)
U.S. Public Radio (any)
This American Life
BBC Radio (any)
TED Talks
Serial
Canadaland
Nerdist
Alan Cross / Ongoing History of New Music
Howard Stern
TVO Big Ideas

5%
18%
All drivers/passengers Past week in-car podcast
listeners
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Comedy is a particularly popular content category
among in-car podcast listeners.
Q.C3 Still thinking about the time you spent in a vehicle in the past 24 hours, which of the following types of audio content did you listen to?
Base: Canadians, aged 18+, in private vehicle past week (n=2028); past week in-car podcast listeners (n=158)
Listened to comedy content in-car in the past 24 hours

Takeaways
1. In-car podcast listening continues to show steady growth, with past
week listening up to 8%, from 5% in 2010.
2. Podcasts currently reach an attractive in-car audience, many of whom
lie beyond the reach of AM/FM radio:
– Listenership peaks among young + well-educated drivers/passengers;
– It captures listeners to public radio and niche formats and those who
devote a smaller share of their in-car listening to AM/FM radio.
3. A key driver of the growth in podcast listening is the shift to mobile:
– Monthly and weekly listening to podcasts via smartphone has grown
sharply over the past 3+ years.
– Daily listening via smartphone is growing more slowly, suggesting
frictional barriers to habitual listening of podcasts.
4. Most listening to on-demand audio programs is still done at home. In
car, listeners most frequently opt for podcasts on longer road trips.
5. On-demand audio programs are a long-tail medium, with listeners loyal
to a diverse range of programs, from public radio to comedy.
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www.audience-insights.com
Jeff Vidler, President
Audience Insights Inc.
+1.647.658.8512
jeff.vidler@audience-insights.com