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- 1. DR MEDIEFORSKNING UNDERSTANDING AUDIO ON DEMAND - MEDIA, USAGE AND POTENTIAL JUNE 2015 PETER NIEGEL PETN@DR.DK SENIOR AUDIENCE RESEARCHER DANISH BROADCASTING CORPORATION
- 2. DR MEDIEFORSKNING THE STUDY UNDERSTANDING - AUDIO ON DEMAND QUANTITATIVE 1500 people DR Panel QUALITATIVE Mobile ethnography Diaries Refleksions 20 persons in one week. Associations Understanding the motivation and barriers of Heavy Users USABILITY Low and Non Users barriers Experience DR on demand univers Sensemaking THEORY THEORY
- 3. DR MEDIEFORSKNING STATUS ON DEMAND QUANTITATIVE 2015 (DENMARK)
- 4. DR MEDIEFORSKNING RADIO ON DEMAND (AGE) 64% doesnt really use On Demand The older – the less On Demand The Younger – the more On Demand 3 On Demand segments by age 44% 23% 33% 57% 20% 22% 23% 18% 12% 21% 15% 7% 13% 20% 18% 9%9% 13% 10% 7% 0% 10% 20% 30% 40% 50% 60% Total 16-29 year 30 - 49 year 50+ year How often do You listen toOn DemandRadio? Never Rarely Monthly Weekly Daily/Almostdaily
- 5. DR MEDIEFORSKNING THE 3 USER SEGMENTS OF ON DEMAND The Mobile Young 15-29 year The Time Pressured Adult 30-50 year The Non Mobile Older 50 + How often? (min. monthly) 54 % 43 % 23 % Where ? Home & Transport Home & Transport Home & Transport Media? Mobile & PC Mobile & PC Mostly PC ¨Channel Affiliation” (OD) ? P3 (P1 & 24Syv) P1 (P3 & 24Syv) P1 (P4 & 24Syv) Where? App App & homepage Homepage
- 6. DR MEDIEFORSKNING 0% 10% 20% 30% 40% 50% 60% 70% 80% Present In thecompanyof others Cozy Casual Relaxing TimeAlone Background Noise Immersive Difficult Substantial PastimeDemanding Reassuring In thecompanywith myself Authentic Current Educational Companion Updating Entertaining Simultaneity LiveRadio OnDemand Radio Only few characteristics associated more with OD compared to Radio On Demand is associated with: 1. Demanding and Difficult - (Barriers towards a new medium) 2. Time Alone - (Is about the nature of the medium) - (Is Important to younger listeners) 3. Immersive -(Is about Reception and Content) LIVE VS. ON DEMAND
- 7. DR MEDIEFORSKNING Homepage or App? 50% listen to timeshiftet radio via a Homepage •50% listen via an app We have to be good at both Why not listen toOn Demand ? •40% do not want to listen to timeshiftet radio on PC, Tablet or Smartphone •20% can’t thinkof anycontent that is interesting enough to listen timeshiftet Live Radiois a huge competitor ON DEMAND USERS NON USERS TO ON DEMAND Motivation Catch Upor On Demand? 50%motivated byCatch Upmotives •50%motivated bypure OD motives Denmark is almost 100%catch up
- 8. DR MEDIEFORSKNING ”The moment where there is an explicit choice to a new solution” ”That will get a certain job done better” ”That highlight the criterium most important to the user” ”That crystallises the tradeoff” ”And show what the provider has done – not aspire to do” Christian LaFrance (ABC, Australia) Research and design web-page http://www.abc.net.au/radio ”THE SWITCH”
- 9. DR MEDIEFORSKNING THE SWITCH - ON DEMAND GREAT NEW CONTENT OFFERS SOMETHING UNIQUELY NEW IS EASY TO USE IT WORKS EVERY TIME TECHNICAL USABILITY MEDIANESS RECEPTION
- 10. DR MEDIEFORSKNING App Dr.dk/podcast TECHNICALLY WORKS EVERYTIME Barriers towards new technology – especially among elderlypeople Be able to listen, to download, to share If it does’nt work – …. Forget the rest Youngerpeople also have barriers (price, battery) Not time consuming Easy access
- 11. DR MEDIEFORSKNING DR Radio App Dr.dk/Podcast USABILITY EASY TO USE Easy to grasp Inspirational Presentation is half the medium!! From archiveto use Needsto be searchby genreand association Length, genre,descriptionsmost listened,if you loveX, you will .., recommendations On demand = Magazine ImmersionANDhobby
- 12. DR MEDIEFORSKNING Pause -Luxury Daydreamtechnology MEDIANESS UNIQUE NEW MEDIUM Multible Modalities New opportunities Structuring the everyday Specificlengths and pause Timeout Grab uniqueMoments Catch Up ANDOn Demand Unique Content Digitally Sharable Safety - always at hand Personalising yourRadio
- 13. DR MEDIEFORSKNING Content on demand Flexible RECEPTION MY CONTENT - WHEN I WANT IT Medium definesmessage Combination of pause and immersion Barriers Habits For everypurpose For every whim Catch Up ANDOn Demand (Plentyof) Unique Content I havea lackof time Its demanding inattention Its not for all situations
- 14. DR MEDIEFORSKNING ”THE SWITCH” – ON DEMAND Explicit choice – new solution Whatever Audio - Everywhere Get a certain job done better Update, Entertainment ….. your choice Highlight criterium most important Easy access or unique content (Difference in segments) Crystallize the tradeoff Choice (diversity) versus Live Show (prove it) – do not aspire It has to work – and it has to be user friendly and inspirational
- 15. DR MEDIEFORSKNING THANK YOU! DR MEDIA RESEARCH APRIL 2015 PETER NIEGEL (PETN@DR.DK) MARIE JUNGE ERNST
Editor's Notes
- Intro
- 1500 is a good and substantial size Internal DR Panel not a problem. Maybe there is a few more heavy users here than ther would have been in an external survey Important to have both Mobile etno for user motivations among Heavy users and Usability among low and non users Describe maybe the difference between Explorative Qual and usability, which is done from a pre-pared list of questions – and is more a test perspective our own homepage and app. (First time to my knowledge, that this methodology is used on a cross media universe.)
- Finish on segments – which is next slide
- The Arrows indicates the major differences. The Young – Use OD more. More Mobile. Use mainly appbe entertained and listen to curated music, just like on live radio. Young people want to. (not just all talk formats – P3 is young format). The Adult – Also use OD more than older. Mobile and PC. Mainly All talk, but also young content. Use both app and homepage t access content. The older - is lower on TSL. They are mostly on PC and through this use a Homepage more than mobile and apps On Demand content and usability have to customized each segment.
- Demanding and difficult. Frequency goes hand in hand with these associations. From monthly users to weekly users to daily – the more you listen the less difficult and demanding you think it is. So it associates with the barriers – not with the medium itself. Time alone – young and adul associates with. Not the old. Otherwise the size of the association would be much bigger. It is an important association (Luxure time, pause), which I will go into further just in a moment.) Immersive is at the center of understanding On Demand (Both as ”Indlevelse” (feelings) and as ”Fordybelse” (Forståelse-hjerne) as the qualitative has shown.
- The medium is half mobile and half stationary The medium is half motivated by catch up motives and half by on demand motives. (Which is interesting as we in DR (Denmark) only puts catch up content out) The non listeners are generally very content with radio. This is a substantial barrier for the profileration of On Demand. On Demand has to offer something unique – to get the 66% non ON Demand listening ”on Board”, which is what (I will go into on the next slide)
- The switch indicates what it takes for a new medium to break through and gain the attention of the consumers. All new medias has something inherent from the old medium – and something that is all new and unique to the new medium. My colleague in Australia has come up with these 5 things, that has to work - If you want a consumer to switch from one medium to a new medium. To ”turn the Swithch” on the new - so to speak. 1. He will choose the new, if the choice is clear. ”I want to listen in this new way, so I press this button here” 2. If I press the button, I get more choice. I now do not have to listen to the general sportsbulletin – but I can listen to my sport. 3 og 4. And if it is Football I am interested in. I have to choose: Live or a choice of some of the 100 of football talk pod cast available. The trade off is clear. 4. Lastly and most importantly – it has to work. Not just a little bit – but always. And it is especially this last point that often is the problem with on demand. There usually is something wrong with either the technical or the usability part of the equitation.
- The importance of the technical and usability part of the swithc can be seen from this figure, which is a Maslow reference) Buttom up. If the technical does not work, forget the rest. If the Usability is not clear – forget the rest. By medianess I mean the way the medium is a medium (and through this seperates it self from other mediums), By reception I mean … This study show: There is no use talking about the top two brackets – if the buttom two does not work. We, broadcasters and the journalists wants to work and talk about the top brackets. But not until we have mastered the buttow - two can there be any change in behaviour of the users. When we are talking on demand. IT HAS TO WORK IT HAS TO BE CRYSTAL CLEAR – how this new medium works. Before the users will take it up and explore the possibilities. Let me elaborate the 4 brackets in the following 4 slides, which is the result of the qualitative study. What is important and what are the potential.
- The users demand are simple. It has to work everytime. (But it can be hard to fullfill) It has to work. It did not in my organization and we are right now changing everything to be able to work always. There are offcourse barrieres among the old – and some among the young, but they are passing and has more to do with the entry of a new medium than the medium in itself. It has to work everytime. You can listen, download and share. If you have accomplishes this – you can move on to the next level It sounds easy – it isnt. Is our experience in DR. It is very hard.
- Also when it comes to usability on DR.dk and our dr.app. It sounds easy. The users want the service to be easy to navigate – so they easily can get what they want. It is not easy – we now know in DR. It is hard. And we have to make big changes to live up to the demand of our users. We are at the moment an archive, where people who allready know what they are looking for – can go and get it. But that it is not what this new medium is all about. Not only achive search is wanted. Also by genre and by association is taken for granted. And it is not an archive, that are wanted, It is a shelf (Audio-visuel) shelf of inspiration. Easy to grasp and genre defined. Like the magazine stands on railway stations acros the world. That is the equivelant of on demand !! Litterally ! It needto be glossy. It need to be to the point and easy to find. And there has to be alternatives within a genre. Be it interior design og the second world war. And inspiration does not stop here. New listeners have learned form other sites how to get inspired. Most listened, If you love X and so on. And length is s huge point also. You can pause. (well DRs does not work, but..) but you also want to be able to choose by length. If your run is 20 minutes – you want 20 minutes. You dont want to pause and wait till next Thursday before you hear your pod again. On demands usability is the interveawin of immersion and a break/pause – it has to be easy to get it – and to use it – in a span of time (often not a lot say 30 minutes) sometimes shorter – sometimes longer. It is about presentation and usability – and in this on demand is very different from radio
- The uniqueness of the on demand medium.is 3 things. The pause – luxury. Take a little time off for one self. It is part of the Daydream technology trend we are seeing world wide at the moment. Mega trend. Radio is time stacking like most of our other mediums. Mobile and all the apps and things on the mobile. We are using more and more mediums in the same amount of time availeble. On demand is the opposite. It is your ”Off” time – as opposed to on. It is your 15-20 minutes off on the train or on your bike, where your time is your own. You take control of your time. You are grabbing the unique moment and are giving yourself a good time doing a favourite thing. Listening to something you are interested in. That is unique for on demand- Secondly On demand is talking into mulitble modalities. Which means that the content is going out into so many different scenarios of place, time, exspectation and so on and so on – that the sender has no way of know anything. As opposed to broadcast. You can simply place your content on your shelf and present it the best way you can – and let the user descide. (there is offcourse subscribtions, but ..) A part of this is offcourse the cross between audio and SoMe/web that makes on demand digitall sharable, which radio hasnt mastered until now. And the best ambassadors for on demand, is your friends, which recommend and link you to pod casts, which they have heard and recommend. That is a powerfull endorsement. Thirdly there is the sturcturing of your everyday. Radio does it (Snak om Bent Steeg Larsen og funktionen i radio), but on demand does it also. Just by using the breakes and not the everyday life (Media stacking). High users of on demand are using on demand the same way, other people are using radio to structure their day. Only in a more modern way.
- Finally reception. Users want their kind of content – when they want it. Ultimately personalisation –with a curating touch. They can get it, when they want and whatever they want. It is the medium that defines what the listen to though (Mcluhan) the difference in listening in a train (No noice wagon compared to the family wagon). The pause or the situation defines also, how and to what you listen. And what you are in the mood for. We cant know though – we can make it available And there are barriers and radiohabits that are hard to overcome. But the biggest mental barrieres – lack of time and it is to demanding, we have seen goes away as the user get to know the on demand medium. And it goes from – havent got the time to ”oh thank god for oN demand. It really saves me a lot of time. As we could see in the association chart. The more you get to know the medium – the less barrieres you have about lack of time and its demand for your attention, when you listen
- So as a kind of conclusion – lets try to implement the 5 elements in the ”switch” on on demand – and see what is necessary to make on deamnd a success (to enhance what is inherent in the medium). We simply have to get out of its way – and let the users take over Which also mean to build the relevant road, so they can drive their cars on them. The metaphor being roads = App/Homepages and usability – and cars = on demand content.Where they want to go and do with the content is not up to us. Thats the beauty of on demand – we just make good roads and good cars.