Strategies for mobiles and smartphones - James Cridland


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The use of smart phones has exploded. But is anyone really listening to radio on them? How do people use their mobiles for radio - and what can we learn from broadcasters who pioneer in this area?
Can the European radio industry influence the mobile phones manufacturers to include a generic receiver for digital radio in all phones – the “Eurochip”?
And how will devices and mobile services develop over the coming years?

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Strategies for mobiles and smartphones - James Cridland

  1. 1. HelloIm @JamesCridland Pulse FM Ltd Virgin Radio Ltd British Broadcasting Corporation
  2. 2.
  3. 3. DEFINITIONS WARNING THERE WILL BE CHARTS IN THIS PRESENTATION AND SOME NUMBERS if this fills you with worry and horror then don’t panic: there will be pretty pictures to look at Photo: Jeffrey Cuvilier / Flickr WHOPhoto: Ryan Fitton / Flickr
  4. 4. UK: % of population who claim to have UK: % of population who claim to have “ever listened to radio via mobile phone” “ever listened to radio via mobile phone” 40% 40% 30% 30% 20% 20% 10% 10% All adults All adults 15-24s 0% 0% Q2 2010 Q4 2010 Q2 2011 Q4 2011 Q2 2012 Q4 2012 Q2 2010 Q4 2010 Q2 2011 Q4 2011 Q2 2012 Q4 2012Source: RAJAR/Ipsos MORI/RSMB Source: RAJAR/Ipsos MORI/RSMB 45% of adults in the UK WHAT own a smartphoneSource: OFCOM Research, Q2 2012
  5. 5. IN 2010 ...of mobile listeners in the UK... 53% of listeners used FM on their mobile phone 16% ran a branded radio app from a radio station Source: RAJAR MIDAS 7, November 2010 (the rest using aggregator apps) 4% B/bry 4% 10% Android iOS 23% 59% Mumbai, India... 94% of listeners listen to radio on a mobile phone (only 16% listen on a radio receiver)Source: RAM Baseline Study Update 2011 Source: Absolute Radio “One Golden Square” blog, Q4 2012. Base: 300,000 installations
  6. 6. HOW LONG Usage - in the USA . Apple vs Android have similar usage patterns . Android delivers more users . Apple delivers more average time spent listening .Photo: Absolute Radio, Q4Source:Lai Ryanne / Flickr 2012. Base: 300,000 installs UK listeners tune in for Average listening session duration “12m 46s” “12m to 16m” "We have [average session durations] everywhere from 14 to 45 minutes across our apps over a typical week (it varies by day, and day part), and the hours per day duration tends to correlate with the station format". across all platformsPhoto: Hubert Figuière / Flickr Source: RAJAR Q4 2012
  7. 7. Absolute Radio: 298,000 active users Activity Time per day 2,200,000 app sessions per month Browsing the internet 24.8 minutes Checking social networks 17.5 = less than 2 app sessions a week Playing games 14.4 Listening to music 15.6 Checking/writing emails 11.1 Text messaging 10.2 Watching TV/films 9.4 Reading books 9.3 Taking photographs 3.4 Total time on phone per day 128 minutesSource: O2 press release, June 29 2012 Source: Absolute Radio “One Golden Square” blog, for January 2013. 48kbps = 1Mb every three minutes In total in UK, 26 terabytes a month WHERE
  8. 8. OTHER UK: 70-75% of all listening requests is over wifi THINGS 25% over 3GPhoto: Manuel Inglesias / Flickr
  9. 9. 0% 10% 20% 30% 40% Call the station Text the station Info button Play song Best day for downloading/installing: Sunday Blog DJ biography advertise them Friday/Saturday/Sunday Twitter Facebook Podcasts Alarm Video Website Sponsors / ads Play in background IN Vouchers and contests1m TSA station getting “thousands” during their shows CONCLUSION
  10. 10. 1. The majority of app users are not ‘mobile’ but on wifi at home or work 2. Apps may increase audience recall of your brand(because of app on homescreen) but unlikely to have massive effect on audience figures right now3. Advertising on them appears to work: but less well than simply hiding the app 4. Consumers want FM (and DAB+) chips inside @jamescridland phones