On Demand Poll Nov 2011

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On Demand Poll Nov 2011

  1. 1. On-Demand Poll November 2011 Sample: 324 Absolute Radio Content Podcast Users in the UK
  2. 2. Three-quarters of respondents are male What is your sex? Male Female 25% 75% 55% of MIDAS 8 respondents were male
  3. 3. Over half the respondents are aged 18-34 Which age group do you fit into? Total MIDAS 8 47% - 15-34 37% - 35-54 21% 17% - 55+ 17% 17% 14% 15% 7% 4% 2% 2% 2% 0% 0%Under 18 18-24 25-29 30-34 35-39 40-44 45-49 50-55 56-60 61-64 65-69 70 and over
  4. 4. 31% of respondents live in London Which ITV region do you live in? Total 31% 12% 11% 11% 8% 6% 6% 5% 2% 2% 2% 1% 1% 1% 1%
  5. 5. Almost no difference in the types of podcastsdownloaded The podcasts I currently download are: Total London 25-54 25-54 Men MIDAS 8 95% 95% 94% 97% 30% 23% 25% 25% 26% 16% 17% 17% 16% 5% 8%Standard podcasts (i.e. simply audio) Enhanced podcasts (i.e. with chapters Video podcasts / Vodcasts you can skip)
  6. 6. Londoners listen to podcasts most often How often do you generally listen to podcasts? Total London 25-54 25-54 Men MIDAS 8 50% 43% 40% 40% 35% 34% 33%35% 29% 25% 19% 18%16% 16% 16% 13% 4% 5% 6% 6% 6% 2% 3% 3% 0% Every day Most days About once a week About once a month Less often
  7. 7. Half of respondents say they have been listening topodcasts for two years or more When did you start listening to podcasts? Total London 25-54 25-54 Men MIDAS 8 33% 27% 28% 27% 26% 26% 26% 25%26% 25% 24% 23% 24% 23% 20% 13%13%13% 13% 12% 11% 9% 9% 8% 5% 2% 3% 2% 2% 2%In the last month Between 1 and 6 Between 6 months Between a year Between 2 and 3 Longer than 3 years months ago and a year ago and 2 years ago years ago ago
  8. 8. Comedy is clearly the top category followed by TV& Film, Music and Sports & Recreation What type of podcasts are you interested in or subscribe to? Total London 25-54 25-54 Men MIDAS 8 Top 10 categories 88% 88%86% 85% 62% 41% 41% 39% 41% 39% 39% 37% 36% 35% 35% 32% 33% 33% 31% 30% 28% 27% 26% 26% 25% 24% 23% 20% 22% 22% 20% 22% 21% 21% 20% 19% 22% 21% 22% 20% 18% 18% 17% 16% 17% 14% 15% 13% 13% 11% Comedy TV and Film Music Sports and Technology Society & Arts News & Science & Drama Recreation Culture Politics Medicine
  9. 9. Comedy is clearly the top category followed by TV& Film, Music and Sports & Recreation What type of podcasts are you interested in or subscribe to? Total London 25-54 25-54 Men MIDAS 8 Categories 11-1714%12%13%15% 13% 14% 10% 9% 10% 6% 8% 7% 6% 7% 7% 5% 5% 5% 7% 7% 7% 3% 3% 4% 3% 3% 4% 4% 2% 2% 5% 0% 1% 3% 2% Games and Business Education (e.g. Religion & Health Kids and Family Government & Hobbies languages) Spirituality Organisations
  10. 10. BBC is the biggest supplier with 72% of the samplesubscribing to at least one of their podcasts Do you subscribe to any podcasts from any of the following suppliers? Total London 25-54 25-54 Men MIDAS 8 74%72% 73% 70% 63% 64% 63% 60% 59% 49%51% 51% 47% 28% 26% 24% 24% 24% 22% 24% 20% 21% 21% 19% 15% 14% 14% 13% 10% 8% 8% 9% 10% 8% 5% 4% 5% 5% 4% 3% BBC UK A famous An amateur UK Foreign / Other Dont know commercial person / individual newspapers international radio stations personality radio stations
  11. 11. Londoners and men subscribe to slightly morepodcasts than the average How many podcasts do you currently subscribe to? Average 13.7 13.9 13.3 12.7 4.8 Total London 25-54 25-54 Men MIDAS 8
  12. 12. 85% of respondents say they listen to most or all ofthe podcasts they download In general, what proportion of all podcast episodes that you download do you actually get round to listening to? Total London 25-54 25-54 Men MIDAS 8 45% 45% 46% 43% 41% 40% 40% 41% 37% 22% 18% 12% 13% 9% 7% 7% 6% 5% 5% 5% All of them Most of them About half of them Fewer than half of them
  13. 13. When listening to a podcast, 95% of respondentssay they listen to most or all of it When you do listen to a podcast episode, what proportion of it do you normally listen to? Total London 25-54 25-54 Men MIDAS 8 78% 77%79% 75% 58% 24% 18%20%17% 15% 6% 2% 1% 2% 2% 3% 1% 1% 1% 1% 2% 2% 4% 2% 3% The whole episode Most of it About half Less than half It varies widely
  14. 14. Favourite podcast tend to be 40-59 minutes long On average, how long is an episode of your favourite podcast? Total London 25-54 25-54 Men 30% 29% 29% 25% 24% 24% 21% 21% 18% 15% 16% 15% 11% 11% 11% 10% 10% 9% 9%9% 6% 5% 5%5%2%2%2%2% 2% 2%2% 2%2%2%3% 2%2%2%2% 0%Under 10 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90 minutesminutes minutes minutes minutes minutes minutes minutes minutes minutes or over
  15. 15. Podcasts tend to be listened to on portable devicesfar more than on computers On which of the following device/s do you listen to podcast episodes (i.e. MP3 files)? Total London 25-54 25-54 Men MIDAS 8 67% MIDAS 8 included 61% 25% - Mobile phone54%51% 48% 53%53% 50% 47% 2% - PDA 47% 42% 41% 37% 34% 11% 10% 10% 11% 8%10% 10% 10% 5% 6% 5% 5% 5% 1% 0% 1% 1% 4% A portable Home computer iPhone Other mobile iPad Through a home Through a TV MP3/digital (PC/Mac) phone (not hi-fi audio player iPhone) (e.g.iPod, Creative Zen)
  16. 16. Podcasts tend to be listened to at home most butnotice the public transport spike for Londoners Where do you normally listen to podcasts? Total London 25-54 25-54 Men MIDAS 8 73%69% 67%65% 60% 61% 50% 46% 45% 43%44% 43%45% 37% 31% 32% 31% 28% 29% 28%29% 26% 21% 23% 22% 18% 18% 19%20% 13% At home Whilst walking On public transport In the car At work Whilst exercising
  17. 17. During the week, podcasts tend to be listened toduring early mornings, late afternoons or evenings When do you normally listen to podcasts? Total London 25-54 25-54 Men MIDAS 8 Weekdays 55% 53% 53% 50% 49%46% 48% 48% 47% 44%44% 41% 36% 30% 28%30% 25% 25% 27% 26% 22% 22%23% 24% 21% 21% 20% 17% 17% 17% 14% 15% 12%12% 5%Early Morning Mid Morning Lunchtime Early Afternoon Late Evening (7pm- Overnight (6am-9am) (9am-12pm) (12pm-2pm) (2pm-4pm) Afternoon/Early Midnight) (Midnight-6am) Evening (4pm- 7pm)
  18. 18. On Saturdays, podcasts tend to be listened toacross the day 9am-4pm with a evening spike When do you normally listen to podcasts? Total London 25-54 25-54 Men MIDAS 8 Saturdays 26%26% 25% 25% 22% 21% 20% 21% 21%21% 21% 21% 20% 20% 17% 18%18% 18% 16% 17% 15% 14% 15% 14% 13%13% 13%13%11% 11%11% 9% 8% 8% 7%Early Morning Mid Morning Lunchtime Early Afternoon Late Evening (7pm- Overnight (6am-9am) (9am-12pm) (12pm-2pm) (2pm-4pm) Afternoon/Early Midnight) (Midnight-6am) Evening (4pm- 7pm)
  19. 19. Sunday podcast listening follows a similar patternto Saturdays When do you normally listen to podcasts? Total London 25-54 25-54 Men MIDAS 8 Sundays 28% 25% 24% 23%23% 21% 20% 21% 20% 19% 19% 18% 18% 17% 17% 17% 17% 17% 15% 15% 14%14% 14% 14% 12% 13%10% 11%10% 10%10% 9% 8% 6% 6%Early Morning Mid Morning Lunchtime Early Afternoon Late Evening (7pm- Overnight (6am-9am) (9am-12pm) (12pm-2pm) (2pm-4pm) Afternoon/Early Midnight) (Midnight-6am) Evening (4pm- 7pm)
  20. 20. “I can listen when I want” and “I can hear shows Imissed on the radio” are the top first mentions What do you think are the five main benefits of downloading podcasts for you? Total London 25-54 25-54 Men MIDAS 8 First mentions 59%36% 37% 35% 33% 32% 32% 28% 30% 19% 18% 17% 16% 15% 13% 8% 5% 5%4%4% 4%2%3%4% 4% 3%4%3%3%1% 0% 1%2%3%2% 1%1%1%1%0%I can listen I can hear I can transfer I can collect Good sound I can listen I can fast I can sharewhen I want shows I files to a audio files for quality more than forward and them with missed on the portable listening in once rewind the friends radio device (e.g the future programme iPod, Mobile Phone)
  21. 21. “I can listen when I want” and “hear shows I missedon the radio” are the top benefits of podcasting What do you think are the five main benefits of downloading podcasts for you? Total London 25-54 25-54 Men94% 94%94% All mentions 90% 87% 87%88% 84% 77% 78% 77% 76% 66% 60% 58% 56%58% 56% 53% 53% 49% 51% 48% 50% 40% 39%41% 37% 15% 11% 13% 13%I can listen I can hear I can transfer I can listen I can collect I can fast Good sound I can sharewhen I want shows I files to a more than audio files for forward and quality them with missed on the portable once listening in rewind the friends radio device (e.g the future programme iPod, Mobile Phone)
  22. 22. Recency is not much of an issue when consideringdownloading and listening to back catalogues Sometimes it is possible to download the full back catalogue of a podcasts episodes. How long after an episodes release would you consider downloading and listening to it? Total London 25-54 25-54 Men 43% 41% 39% 39% 19% 18% 19% 18% 16% 15% 16% 16% 10% 10% 10% 9% 10% 9% 12% 8% 6% 7% 6% 7% I am only More than a week More than a month More than 3 More than 6 More than a yearinterested in the months months most recent episode
  23. 23. 56% of respondents normally delete episodes afterlistening to them After you have listened to an episode of a podcast, do you normally delete the file? Total London 25-54 25-54 Men MIDAS 8 63% 59% 59% 58% 56% 42% 40% 39% 37% 35% 5% 2% 1% 2% 2% Yes No Dont know
  24. 24. Most respondents who normally keep episodes sothey can listen to them again in the future If you normally keep episodes of at least some of the podcasts you download, why is this? Total London 25-54 25-54 Men MIDAS 8 85% 88% 84% 80% 70% 41% 32% 29% 28% 28% 10% 7% 5% 7% 8% 4% 6% 4% 3% 2% 2% 3% 3% 2% 4%To listen to them again No one reason, I just To send them to friends Edit/use the audio for Other in future want to keep a my own creative collection pursuits
  25. 25. Two-thirds of respondents have ever unsubscribedfrom a podcast Have you ever chosen to unsubscribe from a podcast in order to stop downloading it? Total London 25-54 25-54 Men MIDAS 8 71% 71% 67% 67% 51% 40% 30% 29% 27% 26% 8% 3% 4% 3% 2% Yes No Dont know
  26. 26. The biggest reason for unsubscribing is the contentgot boring Why did you unsubscribe? Total London 25-54 25-54 Men MIDAS 8 74%72% 72% 69% 51% 45% 42% 44% 41% 42% 38% 36% 32% 29% 27% 24% 21% 21% 19% 17% 17%18% 12% 14% 11% 10% 9%10%7% 10% 8% 5% 3% 3% 2% I got bored of I was no longer I couldnt find The podcast The podcast The podcast was I ran out of hard the podcast interested in the time to listen to wasnt updated quality was not too long / too disk space content subject matter them often enough / good enough short updated too often
  27. 27. Respondents say listening to podcasts has little tono effect on their live radio listening Many podcasts are edited versions of radio shows. Since you started listening to podcasts, how would you say your live radio listening habits have changed? Total London 25-54 25-54 Men MIDAS 8 72% 57%54% 54%56% 18%16%16%17% 13% 13%13%12%13% 6% 5% 5% 6% 5% 7% 7% 7% 7% 8% 2% 2% 4% 3% 2% 2% I listen to much I listen to more live I listen to live radio I listen to less live I listen to much less Dont know more live radio radio now just as much as I radio now live radio now now used to
  28. 28. 62% of respondents have discovered new radioprogrammes from downloading podcasts Have you started listening to radio programmes you didnt previously listen to as a result of downloading podcasts? Total London 25-54 25-54 Men MIDAS 8 68% 62% 63% 60% 60% 40% 40% 37% 37% 30% 1% 0% 0% 0% 2% Yes No Dont know
  29. 29. 5% of respondents have paid for a podcast in thepast month Have you paid to download a podcast in the last month? Total London 25-54 25-54 Men MIDAS 8 95% 95% 94% 95% 97% 5% 5% 6% 5% 3% Yes No
  30. 30. 72% of respondents think they might be interestedin downloading free podcasts containing adverts Thinking about how podcasts might be paid for in the future, which of the following do you think you might be interested in downloading? Total London 25-54 25-54 Men MIDAS 8 Free podcast, containing adverts 43% 43% 41% 38% 34% 34% 31% 30% 27% 23% 19% 18% 17% 18% 16% 16% 12% 8% 9% 7% 4% 2% 2% 2% 3% Very interested Quite interested Not very interested Not interested at all Dont know
  31. 31. 17% of respondents think they might be interestedin downloading paid for podcasts without adverts Thinking about how podcasts might be paid for in the future, which of the following do you think you might be interested in downloading? Total London 25-54 25-54 Men MIDAS 8 Paid for but without adverts 58% 52% 51% 48% 40% 30% 31% 32% 32% 27% 20% 14% 15% 10% 11% 3% 3% 3% 4% 3% 2% 2% 2% 2% 4% Very interested Quite interested Not very interested Not interested at all Dont know
  32. 32. 21% of respondents have bought a product orservice after hearing it mentioned in a podcast Have you ever bought a product / service after hearing it mentioned on a podcast? Total London 25-54 25-54 Men MIDAS 8 93% 79% 79% 80% 79% 21% 21% 20% 21% 7% Yes No
  33. 33. 70% of respondents have listened to the FrankSkinner podcast Which of the following Absolute Radio podcasts have you listened to? Total London 25-54 25-54 Men Podcasts 1-8 77%70% 71% 71% 55% 54% 52% 54% 43% 36% 31% 32% 32% 23% 23%24% 20% 17% 15%15% 13% 10% 12% 9% 13% 14% 13% 13% 8% 7% 7%10%Frank Skinner Dave Gorman Christian Iain Lee Geoff Lloyds David Tennant Noel Ian Wright OConnell Hometime Gallagher and Daily Choice Show Oasis Cuts
  34. 34. 63% of respondents have listened to an Absolute station in the past two weeks Which of the following radio stations have you listened to for at least 15 minutes in the past two weeks? Total London 25-54 25-54 Men Stations 1-7 63%65% 61%61% 39% 39%40% 39% 37% 33% 33% 31%30%30%30% 33%34% 29% 31% 26%28% 24%24% 21% 19% 20% 18% 8%Absolute Radio inc. 80s, 90s, 00s, Classic Rock BBC Radio Five Live BBC Radio 1 BBC Radio 4 BBC Radio 2 BBC 6MusicLocal commercial radio
  35. 35. 32% of respondents spent the most time listening to an Absolute station over the past two weeks Which of these radio stations did you spend the most time listening to over the past two weeks? Total London 25-54 25-54 Men Stations 1-7 39% 33% 32% 31% 16%17%17% 17% 15% 14%14% 13% 10% 11%11% 9% 9% 8% 9% 9% 8% 7% 7% 4% 3% 2% 3% 3%Absolute Radio inc. 80s, 90s, 00s, Classic Rock BBC Radio Five Live BBC Radio 2 BBC Radio 4 BBC Radio 1 BBC 6MusicLocal commercial radio

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