This document discusses radio listening habits in the UK and other countries. It provides statistics on mobile radio listening, including that 53% of UK mobile listeners used FM on their phone in 2010, and 94% of listeners in Mumbai listen on mobile phones. It also discusses smartphone ownership rates, radio app usage patterns and durations, and that 70-75% of UK radio listening requests come over WiFi rather than 3G cellular networks. Finally, it concludes that apps may increase brand awareness for stations but are unlikely to significantly increase audience figures on their own.

1. Hello
I'm @JamesCridland
Pulse FM Ltd
Virgin Radio Ltd British Broadcasting Corporation

2. mediauk.com
?

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
WHO
Photo: Ryan Fitton / Flickr

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 2012
Source: RAJAR/Ipsos MORI/RSMB Source: RAJAR/Ipsos MORI/RSMB
45%
of adults in the UK
WHAT
own a smartphone
Source: OFCOM Research, Q2 2012

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%
...in 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. 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, Q4
Source: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 platforms
Photo: Hubert Figuière / Flickr Source: RAJAR Q4 2012

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 minutes
Source: 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. OTHER
UK:
70-75% of all listening requests is over wifi
THINGS
25% over 3G
Photo: Manuel Inglesias / Flickr

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
...so advertise them Friday/Saturday/Sunday
Twitter
Facebook
Podcasts
Alarm
Video
Website
Sponsors / ads
Play in background
IN
Vouchers and contests
1m TSA station getting “thousands” during their shows
CONCLUSION

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 now
3. Advertising on them appears to work: but less well
than simply hiding the app
4. Consumers want FM (and DAB+) chips inside @jamescridland
phones james.cridland.net