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The Infinite Dial Ireland
- 1. The Infinite Dial Republicof Ireland
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- 3. Edison Research »Providing servicesto hundreds of radio stations around the world
- 5. What is “TheInfinite Dial”? »Our term for the wildly expanding options consumers have for media and communication – like a Radio or Television ‘dial’ with countless options »Edison has been tracking the impact of the development of ‘new media’ and digital devices in the USA since 1998 • These studies have become the most-quoted source for information on – Online Radio – Online Video – Social Media Adoption – Podcasting – Mobile Phones/Mobile Media
- 7. The Infinite Dial Todaywe present the results of the first-ever parallel inquiry outside the USA
- 8. Methodology Overview »In QuarterTwo 2011, Edison Research conducted a nationally representative telephone survey of the Republic of Ireland consisting of 1000 people age 12 and older »Data compared with February 2011 American “Infinite Dial” study »Asked more than one hundred questions – • What follows is a ‘highlights tour’ of some key findings
- 9. Principal Finding: »Any differencesbetween Ireland and the USA are NOT attributable to Ireland lagging in technology
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- 11. Number of workingcomputers in home 17% 38% 27% 19% 16% 34% 26% 25% None One Two Three or more Ireland USA Base: Total Population 12+ Ireland mean: 1.6 computers US mean: 1.7 computers
- 12. Nearly all homeswith Internet access have high-speed broadband connections Ireland USA Broadband 86% Dial Up 2% Base: Access the Internet From Home (82% Ireland, 81% US) Broadband 97% Dial Up 8% Don’t Know 1% Don’t Know 6%
- 13. 84% 93% Ireland USA Mobile phoneownership: Base: Total Population 12+
- 14. Technology Infrastructure »Any differencesbetween Ireland and the USA are NOT attributable to Ireland lagging in technology
- 15. Media Devices and UsageLandscape 2011
- 16. 12% 19% 20% 26% 34% 34% 38% 51% 79% 90% 92% 93% 94% iPhone iPod Audio Podcasts Online Radio YouTube Facebook OnlineVideo Digital Video Recorder Broadband Internet Newspaper Television Mobile Phone Radio 2011 Digital Platform/Media Landscape % Age 12 and Older Who Use/Own Platform/Devices Source: Weekly Radio audience; Own a cell phone; TV HHs; Have broadband access at home; Ever use online radio; Ever use online video; Have a Facebook profile; Ever use YouTube®; Own a DVR; Own iPod®; Own iPhone®; ; Ever use audio podcast Page 1 of 2
- 17. 2% 2% 2% 3% 4% 4% 5% 5% 5% 5% 6% 8% Windows Phone 7 Spotify LastFM E-Reader Android Smartphone Nokia Smartphone Location-Based Services LinkedIn BlackBerry iPad Twitter Bebo 2011 Digital Platform Landscape % Aged 12 and Older Who Use/Own Platform/Devices Source: Ever use Bebo; Own MP3 player (other than iPod); Own Nokia smartphone; Own BlackBerry®; Own Ever use LinkedIn; Ever use Twitter®; Own e-reader; Own iPad®; Ever use location-based services Page 2 of 2
- 18. 12% 19% 20% 26% 34% 34% 38% 51% 79% 90% 92% 93% 94% iPhone iPod Audio Podcasts Online Radio YouTube Facebook OnlineVideo Digital Video Recorder Broadband Internet Newspaper Television Mobile Phone Radio 2011 Digital Platform/Media Landscape % Age 12 and Older Who Use/Own Platform/Devices Source: Weekly Radio audience; Own a cell phone; TV HHs; Have broadband access at home; Ever use online radio; Ever use online video; Have a Facebook profile; Ever use YouTube®; Own a DVR; Own iPod®; Own iPhone®; ; Ever use audio podcast
- 19. % saying mediumis the most essential to their lives 34% 45% 12% 5% Television Internet Radio Newspaper USA Base: Total Population 12+
- 20. % saying mediumis the most essential to their lives 28% 25% 9% 34% 45% 12% 5% 35% Television Internet Radio Newspaper Ireland USA Base: Total Population 12+
- 21. % saying mediumis the one they turn to first to learn about new music 10% 32% 39% 1% Television Internet Radio Newspaper USA Base: Total Population 12+
- 22. % saying mediumis the one they turn to first to learn about new music 24% 1% 10% 32% 39% 1% 52% 8% Television Internet Radio Newspaper Ireland USA Base: Total Population 12+
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- 24. How many differentradios do you have in your home? 2% 19% 32% 24% 23% 8% 24% 25% 21% 22% None One Two Three Four or more Base: Total Population 12+ Ireland mean: 2.6 radios USA mean: 2.4 radios
- 25. In the lastweek, how many total different radio stations did you listen to? 33% 37% 19% 11% One Two Three Four or more Base: Total Population 12+ Irish Mean: 2.1 stations USA Mean: 3.6 stations
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- 27. How often doyou read a printed newspaper? Regularly but not daily 35% Almost every day 38% On a Saturday and a Sunday 7% Only on Sundays 6% Never/Almost Never 14% Base: Total Population 12+ USA: 26% USA: 34%
- 28. How often doyou read a printed newspaper? 47 31 58 9 58 9 40 53 11 46 47 8 54 39 76 48 30 Almost every day Sometimes Never/Almost Never 12-17 18-24 25-34 35-44 45-54 55+ Base: Total Population 12+
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- 30. 30% 18% 10% 56% 34% 22% Ever In thelast month In the last week Ireland USA % who have listened to Online Radio… Base: Total Population 12+
- 31. 8% 5% 3% 24% 17% 11% Ever Inthe last month In the last week Ireland USA % who have listened to Online Audio from Internet-only sources… Base: Total Population 12+
- 32. 39% 25% 16% 51% 39% 29% Ever In thelast month In the last week Ireland USA % who have viewed video online… Base: Total Population 12+
- 33. % who haveviewed video online… (Ireland) 34% 65% 53% 37% 26% 14% 34% 22% 12% 35% 21% 15%16% 7% 4% 41% 47% Ever In the last month In the last week 12-17 18-24 25-34 35-44 45-54 55+ 62%
- 34. 34% 26% 18% 49% 41% 31% Ever In thelast month In the last week Ireland USA % who have watched video clips or other Internet programming from YouTube… Base: Total Population 12+
- 35. 34% 26% 18% 53% 47% 34% 49% 41% 31% Ever In thelast month In the last week Ireland Communicorp Listeners USA % who have watched video clips or other Internet programming from YouTube… Base: Total Population 12+
- 36.
- 37. Percent that owniPod, iPhone, iPad or other MP3 player Base: Total Population 12+ No 61% Yes 39% USA: 49%
- 38. Have you everlistened to digital audio files in a car by connecting an iPod or other MP3 player to a car stereo? Base: Total Population 12+ No 89% Yes 11% USA: 24%
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- 40. % familiar withthe term Podcasting Yes 47% No 53% Base: Total Population 12+ USA: 45%
- 41. 20% 10% 33% 15% 25% 12% Ever In thelast month Ireland Communicorp Listeners USA % who have listened to an audio Podcast… Base: Total Population 12+
- 42. 13% 6% 22% 11% 22% 11% Ever In thelast month Ireland Communicorp Listeners USA % who have viewed a video Podcast… Base: Total Population 12+
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- 44. 93% 22% 97% 38% 84% 31% Own any mobilephone Own a Smartphone Ireland Communicorp Listeners USA Mobile phone ownership: Base: Total Population 12+
- 45. 1% 1% 1% 1% 1% 4% 5% 8% 73% 75% 4% 4% 3% 6% 5% 13% 20% 27% 85% 93% Smartphone Users All MobilePhone Users Smartphone Owners Use Mobile Phone Functions More Frequently Base: Own a Mobile Phone/Smartphone % Who (Item) on a (Mobile Phone/Smartphone) Several Times per Day or More Make calls or receive calls Send or receive text messages Browse the Internet Use Facebook Listen to music you have transferred or downloaded to the phone Play games Use Twitter Listen to the stream of any radio stations Purchase an app Watch video
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- 47. Do you currentlyhave your own profile page on Facebook? 74% 6% 87% 83% 72% 65% 80% 57% 67% 47% 24% 19% 60% 19% 26% 42% 15% 7% Ireland Communicorp Listeners USA 12-17 18-24 25-34 35-44 45-54 55+
- 48. How often doyou use Facebook? A few times per month 6% Never use Facebook 2% Ireland USA Base: Have profile page on Facebook *In USA asked about usage for any social networking Web site At least once per week 10% A few times per week 30% Nearly every day 32% Several times per day 20% A few times per month 13% Never use Facebook 5% A few times per week 17% At least once per week 8% Several times per day 34% Nearly every day 23%
- 49. Have you heardof the online service “Twitter”? 79% 88% 92% Ireland Communicorp Listeners USA Base: Total Population 12+ % Saying “Yes”
- 50. Do you currentlyever use “Twitter”? 6% 9% 7% Ireland Communicorp Listeners USA Base: Total Population 12+ % Saying “Yes”
- 51. Do you followany companies or brands on any social networking sites? 25% 34% 25% Ireland Communicorp Listeners USA Base: Use Facebook at least once a month or currently use Twitter % Saying “Yes”
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- 53. Through hearing anad on the radio have you ever… 30% 33% 48% 67% Noted a Web site address and followed up with a visit to that site Learned about a product or service and then searched for that product or service online Learned about an event you were interested in Learned about a shop that you later visited % Saying “Yes” Base: Total Population 12+
- 54. Through hearing anad on the radio have you ever… 31% 39% 49% 75% 30% 33% 48% 67% Ireland Communicorp ListenersNoted a Web site address and followed up with a visit to that site Learned about a product or service and then searched for that product or service online Learned about an event you were interested in Learned about a shop that you later visited % Saying “Yes” Base: Total Population 12+
- 55. How often doyou change stations when a commercial comes on the radio while you are listening to the radio? Never change 63% Sometimes change 13% Usually change 4% Always change 5% Rarely change 15% Base: Total Population 12+ expressing an opinion
- 56. Among changers: Do youtypically change stations immediately when the commercials start? No, listen to part of one commercial (volunteered) 13% Tune away immediately 18% Don’t Know 12% No, listen to at least one commercial 57% Base: Change the station when commercials come on
- 57. Currently have theability to record TV (Sky+ / UPC)? No 49% Yes 51% Base: Total Population 12+ US: 36%
- 58. Currently have theability to record TV (Sky+ / UPC)? No 49% Yes 51% Base: Total Population 12+ US: 36% 84% record every week
- 59. Approximately how manyhours of programming do you record per week? 1 to 2 hours 23% 3 to 4 hours 23% None 16% 10 hours or more 19% 5 to 9 hours 20% Ireland Base: Currently have the ability to record TV Ireland Mean: 5 hours 18 minutes
- 60. When watching recordedtelevision programs, do you typically fast forward through the ad breaks? No 20% Yes 80% Base: Currently have the ability to record TV Representing 41% of total population
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- 62. Takeaways »Media usage isan ever-expanding balloon – the amount total time spent with all forms of media continues to increase as new platforms and devices emerge »The ‘Smartphone’ is latest media-accelerator -- Poised to further revolutionize communication, information, and entertainment delivery »‘Social Media’ is a massive factor among young Irish; older Irish haven’t discovered it in numbers seen in the USA
- 63. Takeaways »Broadcast radio inIreland is strong, and stronger than its American counterpart »Irish radio is buoyed by having fewer stations, which in most cases provide greater service, personality, and engender more loyalty and interactivity than we see in the USA »The strength of existing broadcast stations in Ireland is one reason that Online Radio has seen slower uptake than in the USA, despite higher broadband penetration in Ireland »The commercial proposition of radio is particularly robust, with consumers staying tuned for the advertisements in overwhelming numbers and acting upon the messages they hear