The Infinite Dial: Israel

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Israeli Internet Radio in Early Development Stages but Poised for Rapid Growth

Survey of Israelis by Edison Research and Cue.AD Shows How Israeli Online Radio Compares to USA

Herzliya, 6 April 2014

According to a new survey to be presented at the FM+ Radio conference at the IDC on 7 April, 27% of Israelis between the ages of 18 and 65 listen to Internet “Pureplay” Audio services monthly. This compares to 51% of Americans in that same age group who listen to radio over the Internet on a monthly basis. However, the conditions exist for the Israeli market to quickly accelerate to reach the levels seen in the USA.

Both surveys were performed by Edison Research of New Jersey, USA. In Israel, the survey was a partnership with Cue.AD the leading digital audio ad network in Israel.

“According to our findings, adults in both countries are equally likely to be online and use the Internet almost exactly the same amount. Israelis are even more likely to be on Facebook than Americans and have higher smartphone penetration. So the environment exists for Internet Radio to take off in Israel the way it has in the United States; but it just hasn’t happened yet,” says Larry Rosin, President of Edison Research. Mr. Rosin will be presenting the results of the survey as the lead-off session of the FM+ Conference. “There are four different pathways that could lead to this growth. A domestic entrepreneur could build your own version of a product like Pandora Radio, which dominates in America. Either Apple iTunes Radio or Google All-Access could bring growth to the sector here. One of your broadcasters could lead the changes, or Pandora itself could launch in Israel,” says Rosin.

As of today no Internet Radio brand has broken through in Israel. While fully 75% of Americans are familiar with Pandora; the leading brand in Israel – Radio Mizrahi – is only known to only 14% of Israelis and the closest runner-ups 109FM and FM1 are about 10%.

The survey also shows early information on the effectiveness of Internet Radio advertising, with large numbers of Israelis who have heard ads on Internet Radio saying, for instance, that they have visited an advertiser website after hearing an ad on Internet Radio.

The results of the study are available below (via Slideshare) and at www.cue-ad.co.il. www.edisonresearch.com

For more information: Shimon Baron shimonb@cue-ad.com Larry Rosin lrosin@edisonresearch.com

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The Infinite Dial: Israel

  1. 1. YouTube Online Radio The Infinite Dial Israel Internet Usage Social Media #infinitedial © 2014 Edison Research, Triton Digital and Cue.AD In-Car Media FM Radio
  2. 2. © 2014 Edison Research, Triton Digital and Cue.AD The Golden Age of Radio?
  3. 3. Spring Quarter 1980-2013 USA National Radio Ratings 16.2% 16.8% 17.9% 18.2% 18.0% 18.0% 17.6% 17.7% 17.4% 17.7% 17.5% 17.3% 17.2% 17.2% 16.9% 16.7% 16.5% 16.3% 16.1% 15.7% 15.3% 15.1% 14.9% 14.0% 13.7% 13.0% 12.5% 12.0% 11.1%10.8% 10.4% 9.9% 9.5% 9.2% 8.0% 9.0% 10.0% 11.0% 12.0% 13.0% 14.0% 15.0% 16.0% 17.0% 18.0% 19.0% 20.0% AM/FM Listening
  4. 4. © 2014 Edison Research, Triton Digital and Cue.AD The Golden Age of Radio
  5. 5. © 2014 Edison Research, Triton Digital and Cue.AD The Golden Age of Audio
  6. 6. © 2014 Edison Research, Triton Digital and Cue.AD 17% 16% 15% 21% 20% 21% 27% 27% 34% 39% 45% 47% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 % Who Have Listened to Online Radio in Last Month Estimated 124 Million Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet Monthly Online Radio Audience Approaching Half of Americans Base: Total Population 12+
  7. 7. © 2014 Edison Research, Triton Digital and Cue.AD About one-in-six American Households subscribes to Satellite Radio • “Do you currently subscribe to Sirius XM Radio?” Yes 15% No 85%
  8. 8. © 2014 Edison Research, Triton Digital and Cue.AD
  9. 9. © 2014 Edison Research, Triton Digital and Cue.AD The Golden Age of Audio
  10. 10. © 2014 Edison Research, Triton Digital and Cue.AD
  11. 11. © 2014 Edison Research, Triton Digital and Cue.AD
  12. 12. © 2014 Edison Research, Triton Digital and Cue.AD Pandora`s “Killer Apps” 1)Customization 2)Song Skipping 3)Ease of Use – “Radio”-style experience
  13. 13. © 2014 Edison Research, Triton Digital and Cue.AD • In March 2014, Edison Research and Cue-ad conducted an online quantitative survey in two representative samples: • 153 Youth ages 15-17 • 501 Adults ages 18-65 • The survey was conducted as an online survey in the TNS Israel Internet Access Panel, which represents the online population in Israel • Data compared to Edison Research “Infinite Dial” survey of February 2014 Edison & Cue-Ad Survey
  14. 14. © 2014 Edison Research, Triton Digital and Cue.AD 3:08 3:11 Israel USA How much time did you spend going on the Internet from any device? Average Time Spent on the Internet in Previous Day (Hours:Minutes)
  15. 15. © 2014 Edison Research, Triton Digital and Cue.AD 86% 19% 17% 15% 10% 4% 3% 2% 2% 1% 62% 19% 24% 18% 16% 15% 5% 11% Facebook Google+ LinkedIn Instagram Twitter TheMarker Café Pinterest Tumblr Mekusharim MySpace Israel USA N/A N/A Israelis are using social media in a big way % Using Each Social Networking Site/Service
  16. 16. © 2014 Edison Research, Triton Digital and Cue.AD Israel USA Base: Used a social network in the last month Once a day, Almost everyday 17% Several times a week 10% Once a week 5% At least once a month 4% Less often than once a month 1% Several times a day 63% Once a day, Almost everyday 26% Once a week 20% At least once a month 6% Less often than once a month 6% Several times a day 42% How frequently do you check your social network account?
  17. 17. © 2014 Edison Research, Triton Digital and Cue.AD Yes 81% No 19% Israel Have you listened to FM radio stations (through regular radio, the internet or TV) in the past week?
  18. 18. © 2014 Edison Research, Triton Digital and Cue.AD Most Israelis listen to FM Radio in the car 73% 44% 33% 13% 9% In the car At home At Work In a bus/train Out of home performing an activity % of Israeli FM Radio Listeners Who Listened in the Last Week…
  19. 19. © 2014 Edison Research, Triton Digital and Cue.AD In the car 50% At Work 22% At home 21% In a bus/train 6% Out of home performing an activity 1% The car is the primary place Israelis listen to FM Radio % of Israeli FM Radio Listeners Who Listened Most in the Last Week…
  20. 20. © 2014 Edison Research, Triton Digital and Cue.AD Base: Have listened to FM radio in last week 77% 27% 8% 2% Regular radio device Internet Television Other % of Weekly Israeli Listeners Who Listen to FM Radio Using...
  21. 21. © 2014 Edison Research, Triton Digital and Cue.AD Israel Base: Listen to radio in car USA Base: Driven or ridden in a car in the last month 93% 46% 15% 15% 86% 62% 37% 17% Radio CD Player Mobile device/Owned Digital music Mobile device/Online Radio Israel USA Radio Dominates In-Car Media % Who Currently Ever Use in Primary Car
  22. 22. © 2014 Edison Research, Triton Digital and Cue.AD Yes 51% No 49% Israel Are you aware of any stations that broadcast only over the Internet, that you cannot listen to on a regular radio device? Yes 91% No 9% USA
  23. 23. © 2014 Edison Research, Triton Digital and Cue.AD 88% 61% Israel USA % Who Have Watched Videos over the Internet
  24. 24. © 2014 Edison Research, Triton Digital and Cue.AD Base: Watched videos over Internet 2 hours 2 minutes12 6 39 1 2 4 5 11 10 8 7 Average Time Israelis Spent Watching Videos on the Internet in Past Week
  25. 25. © 2014 Edison Research, Triton Digital and Cue.AD Smartphone Penetration: As high or higher in Israel than in USA
  26. 26. © 2014 Edison Research, Triton Digital and Cue.AD Internet Radio – Why has it taken off in the USA and not as much in Israel?
  27. 27. © 2014 Edison Research, Triton Digital and Cue.AD 75% 52% 49% 45% 30% 25% 16% 15% 11% 9% 5% 5% 3% Pandora iHeartRadio iTunes Radio Rhapsody Spotify Google Play Slacker Radio.com TuneIn Radio Last.fm Rdio Songza Stitcher % of USA Population Aware of...
  28. 28. © 2014 Edison Research, Triton Digital and Cue.AD 14% 10% 8% 7% 6% 5% 5% 5% 4% Radio Mizrahi 109FM FM1 Radio Coolsite Hakatze Click FM TuneIn Radio Last.fm Rdio % of Israel Population Aware of Online Radio or Website
  29. 29. © 2014 Edison Research, Triton Digital and Cue.AD % of USA Population Who Listened in Last Month to... Brands lower than 2% Age 12+ not shown 33% 10% 8% 5% 3% 2% 2% 2% Pandora iHeartRadio iTunes Radio Spotify Google Play Rhapsody Slacker TuneIn Radio
  30. 30. © 2014 Edison Research, Triton Digital and Cue.AD 5% 3% 3% 3% 2% Radio Mizrahi 109FM FM1 Radio Coolsite TuneIn Radio % of Israel Population Who Listened Online in Last Month to...
  31. 31. © 2014 Edison Research, Triton Digital and Cue.AD % of Israeli Online Radio Listeners Who Listen via… 58% 37% 20% 11% Live broadcast through station website Live broadcast through aggregator website Radio ruler add-on to browser Recorded radio shows through station website Which ways do you listen to radio broadcasts over the Internet?
  32. 32. © 2014 Edison Research, Triton Digital and Cue.AD 52% 49% 39% 35% 27% 28% 39% 38% 10% 28% Israel USA Visited the advertiser website After hearing a radio advertisement, have you ever...? % Saying Yes Talked about a commercial/product with friends/family Watched a TV show that was advertised Got a coupon or additional information on the company through a cell phone Recommended product/brand I heard a commercial for on the Internet radio
  33. 33. Internet Access and Digital Household Trends Digital and Media Landscape Online Radio The Infinite Dial 2014 For a free copy of this report visit: edisonresearch.com Cue-ad.com #infinitedial lrosin@edisonresearch.com shimonb@cue-ad.com Contact: © 2014 Edison Research, Triton Digital and Cue.AD

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