www.rajar.co.uk
In today’s connected world, radio has transformed into a truly anytime, anywhere, anyhow
experience.
The MIDAS Survey is designed to provide context and insight into how when and where radio
content is being consumed in this liberated environment.
With the increasing penetration of connected devices such as tablets and smartphones, MIDAS shows
how listeners are embracing the multi-platform and multi-device offering, as well as how radio-on-
demand is contributing to listening behaviour. It also reveals the activities they are doing whilst
listening, where they are listening, and who they are listening with.
MIDAS Winter 2016
MIDAS Measurement of Internet Delivered Audio Services
INTRODUCTION
RAJAR Midas Audio Survey
1
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RAJAR Midas Audio Survey
AUDIO TYPES include Any Listen Again/Catch-up radioOn-Demand Music Services (e.g. Spotify, Apple Music) Podcasts (music and speech based)Live RadioDigital Tracks (e.g. mp3,wmv,aac Music and Non Music)CDsCassette tapes/ Vinyl recordsDVD/Video Online Video / Audio clips (e.g. on YouTube/ Facebook)Any TV Viewing (Inc. Live, Catch-up and On-demand) Video games (consoles/ mobiles)Other
DEVICES include
AM/FM Radio DAB Digital RadioDigital Music Player (e.g. iPod, Walkman, Sonos)Home games console (e.g. Sony Playstation, Nintendo Wii, Xbox)Any TV setDesktop / Laptop computerMobile Phone Portable games console (e.g. Nintendo DS, Sony PSP)Record player / decks (vinyl)Tablet (Kindle HD / iPad / Nexus)Wi-Fi/ Internet Radio Set
ACTIVITIES
ShoppingOnline purchasing SocialisingCommunicating Using the Internet (browsing) Household chores Eating/Drinking/cookingSports/exercise/hobbies Relaxing/nothing in particular working/studying Driving / travellingGaming Other
LOCATION OF LISTENING
At Homecar/van/lorry/ At work/elsewhere Public Transport/ walking
WHO WITH On my ownPartner/spouseChildren (under 16) Family member (s)FriendsColleaguesOther people you knowOther people you don’t know
SUB AUDIO TYPES
BBC/Other Radio Music-based Listen again BBC/Other Radio Speech-based Listen againSpotify Google Play Amazon Prime Apple Music RdioBBC/Other Radio/ Other music podcast BBC/Other Radio/ Other speech podcast
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MIDAS Winter 2016
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LIVE RADIO
‘Live Radio’ listening hours are
dominated by traditional AM/FM and
DAB Radio sets (AM/FM Share = 44%,
DAB = 40%). Listening to radio via a
Desktop/Laptop has a 5% share of
hours and via any TV set 4%. Devices
connected to the internet have a
smaller share of listening hours
(Smartphone 2% and Tablets 1%)
APPS
Radio Apps are popular amongst radio
listeners – 24 million or 44% of the UK
population have downloaded a Radio App,
including 5.1 million (64%) of 15-24 year
olds and 5.3 million (59%) of 25-34 year
olds. Half (51%) of all users who download a
Radio App use it on a weekly basis.
LISTEN AGAIN
5.3 million adults use the ‘listen again’ or ‘catch up’
radio function.
Smartphones have a 44% share of total listening again
hours, followed by desktops/laptops with 33%.
75% of all ‘listen again’ hours are listened to in Home.
80% of Listen Again/Catch Up Radio hours are listened
to alone.
PODCASTING
4.7 million adults use any Podcast,
whether it be Speech or Music.
The Smartphone is the most popular
way to listen to a Podcast with a
reach of 66% (Adults 15+ who
listened to a podcast).
Almost two thirds of all Podcasts
downloaded are listened to (65%).
2 7
2
76
9 4 1
Listen Again
OMS
Podcasts
Live Radio
Digital Tracks
CD's
Cassettes/Vinyl
SHARE OF AUDIO % (excluding visual)
MIDAS Winter 2016
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RAJAR Midas Audio Survey
www.rajar.co.uk
3%
9%
10%
11%
14%
17%
27%
29%
31%
89%
94%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Cassette tapes / vinyl records
Any Podcast
Any Listen Again/ Catch up radio
Video games
DVD/Video
On Demand Music Services
Any CD's
Online Video/ Audio clips
Digital Music Tracks
Live Radio
Any TV
4
AUDIO REACH %
RAJAR Midas Audio Survey
MIDAS Winter 2016
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AUDIO SHARE% (exc visual) BY AGE GROUP
RAJAR Midas Audio Survey
15 - 24 25-34
0
52
3
16
9
65
1 26
18
21
51
MIDAS Winter 2016
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RAJAR Midas Audio Survey
AUDIO SHARE% (exc visual) BY AGE GROUP
35-54 55+
1 2
1
4
9
6
78
1 25
41
88
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RAJAR Midas Audio Survey
12
5
4
90
18
25
4
11
16
11
94
34
29
4
8
26
15
86
39
23
2
5
40
9
82
50
28
3
0 10 20 30 40 50 60 70 80 90 100
Total Listen Again/Catch up radio
On Demand music services (e.g. Spotify/ Apple Music)
Total Podcasts
Live Radio
Total Digital Tracks
Total CDs
Cassette tapes/vinyl records
15-24 25-34 35-54 55+
AUDIO REACH% BY AGE GROUPMIDAS Winter 2016
www.rajar.co.uk
AUDIO ‘SHARE %’ by DEVICE (exc. Visual)
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RAJAR Midas Audio Survey
33
30
9
10
5
53 2 2
ALL ADULTS
22
16
20
22
6
712 3 1
15-24
26
2515
17
3
83 1 30
25-34
32
32
8
10
5
53 1 3 1
35-5442
37
4
35
34 011
55+
MIDAS Winter 2016
www.rajar.co.uk
AGE/SEX % LISTENER PROFILES
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RAJAR Midas Audio Survey
LISTEN AGAIN
7
14
37
42
47
53
Age Gender
15-24 25-34 35-54 55+ Male Female
15
29
40
16
61
39
Age Gender15-24 25-34 35-54 55+ Male Female
PODCASTING
35
25
31
10
53
47
Age Gender
ON DEMAND MUSIC
SERVICES
MIDAS Winter 2016
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RAJAR Midas Audio Survey
DEVICE SHARE EXCLUDING VISUAL%Laptop/Desktop
MIDAS Winter 2016
Tablet
Smartphone
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REACH%
LIVE RADIO VIA DEVICE
11
0.9
2.8
3.1
3.2
3.6
8.9
9.7
14.3
47.6
60.3
0 10 20 30 40 50 60 70
Other Device
Wifi Radio
CD Player
Tablet
Digital music player
Smartphone
Desktop/Laptop computer
Any TV
DAB Digital Radio
AM/FM Radio
44
40
45
2 5
AM/FM Radio DAB Radio Any TV
Desktop/Laptop Smartphone Other
RAJAR Midas Audio Survey
SHARE%
MIDAS Winter 2016
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LIVE RADIO by ACTIVITY
12
0.7
1.0
4.7
4.7
5.7
6.4
9.0
15.0
21.8
33.5
36.6
38.6
57.3
0 10 20 30 40 50 60 70
Shopping
Gaming
Online purchasing
Communicating
Sports/ exercise/ hobbies
Socialising
Using the Internet
Other
Working/ studying
Eating/ drinking/ cooking
Household Chores
Relaxing/ nothing particular
Driving/ travelling
RAJAR Midas Audio Survey
SHARE%
REACH%
MIDAS Winter 2016
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RAJAR Midas Audio Survey
MIDAS Winter 2016
LIVE RADIO by WHO LISTENED WITH
40%
12%
16%
25%
5% 1%1%
15-24
On my own
Partner/Spouse
Children
Family Members
Colleagues
Friends
Other people you know
Other people you don't know
52%
21%
4%
7%
14%
1% 0%1%
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RAJAR Midas Audio Survey
USED A RADIO APP
56%46%
65%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
All Adults
15-24
29m 20m5m 3m
11.2 18.3 21.2 18.7 28 1.4
Every day Most Days About once per week About once per month Less often Never
Radio App – frequency of use %
MIDAS Winter 2016
Rea
ch %
of
po
pu
lati
on
www.rajar.co.uk 15
Weekly Reach % v Ave hrs per Listener (15+)
Listen again
OMS
Podcasts
Live Radio
Digital Tracks
CDs
Cassette/vinyl
DVD/Video
Online Clips
Any TV
Video games
Other0
10
20
30
40
50
60
70
80
90
100
0 5 10 15 20 25 30
Wee
kly
Rea
ch %
Average hours per listener
Source: MIDAS Winter 2016, n = 2,191
RAJAR Midas Audio Survey
MIDAS Winter 2016
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Weekly Reach % v Ave hrs per Listener(15-24s)
Listen again
OMS
Podcasts
Live Radio
Digital Tracks
CDs
cassette/Vinyl
DVD/Video
Online Clips
Any TV
Video Games.
other0
10
20
30
40
50
60
70
80
90
100
0 2 4 6 8 10 12 14 16 18
Wee
kly
Rea
ch %
Average hours per listener
Source: MIDAS Winter 2016, n = 239
RAJAR Midas Audio Survey
MIDAS Winter 2016
www.rajar.co.uk
Time of Day Listening takes place – MONDAY to FRIDAY average
Live Radio reaches its maximum audience
between 8.00-8.15am
Podcasts reach their highest audience between
8.15-8.30am
On Demand Music Services see a high between
3.00-3.15pm
Listen Again or Catch up radio is mainly used in
the evening - it peaks between 11.00-11.15pm.
RAJAR Midas Audio Survey
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0%
5%
10%
15%
20%
25%
30%
35%
Live Radio Podcasting Listen Again OMS
MIDAS Winter 2016
www.rajar.co.uk
MIDAS Measurement of Internet Delivered Audio Services
Sample comprised of 2191 re-contacted respondents from the main RAJAR Survey
Fieldwork was conducted during November 2016
For Publication Enquiries contact;
Lyndsay Ferrigan
RAJAR Communications Manager
Email: [email protected]
Telephone Number: 02073950636
For more information:
Any use of information in this presentation must
quote the source RAJAR/IpsosMori
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MIDAS Winter 2016