IBI Radio ResearchIBI Radio Research

15-55 year olds 15-55 year olds

95% of respondents 95% of respondents listen every daylisten every day

IBI Radio ResearchIBI Radio ResearchAn average of 2-3 An average of 2-3 hours per dayhours per day

28% of respondents 28% of respondents listen at worklisten at work

IBI Radio ResearchIBI Radio Research Radio relieves Stress Radio relieves Stress when travellingwhen travelling

81% say that Radio 81% say that Radio alleviates some or all alleviates some or all stressstress

Radio is a Stress-Buster!Radio is a Stress-Buster!

IBI Radio ResearchIBI Radio Research

Why do people listen to the Why do people listen to the radio? radio?

#1 News - 76%#1 News - 76% #2 Music - 73%#2 Music - 73% #3 Information - 56%#3 Information - 56% #4 Companionship - 36%#4 Companionship - 36%

IBI Radio ResearchIBI Radio Research

Radio listeners are loyalRadio listeners are loyal 38% listen to only 38% listen to only ONEONE StationStation

24% flick between 24% flick between stationsstations

IBI Radio ResearchIBI Radio ResearchLoyalty at Home Loyalty at Home 47% listen to just 47% listen to just oneone radio stationradio station

16% flick between 16% flick between stationsstations

IBI Radio ResearchIBI Radio Research Radio and New MediaRadio and New Media 64% of Listeners use Facebook 64% of Listeners use Facebook

while listeningwhile listening 19% of Listeners use Twitter 19% of Listeners use Twitter

while listeningwhile listening Radio complements New Radio complements New

Media usageMedia usage

Different Platforms to listen and consume Radio

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What kind of Radios? What kind of Radios? 68% on Fixed Radios68% on Fixed Radios 38% on Portable Radios38% on Portable Radios 30% on Computer - 30% on Computer - InternetInternet

IBI Radio ResearchIBI Radio Research• Why do people flick between Why do people flick between

stations?stations? 64% don’t like the music or 64% don’t like the music or

the topicthe topic 56% depending on my mood56% depending on my mood 39% dislike the presenter39% dislike the presenter

IBI Radio ResearchIBI Radio Research Do people trust radio?Do people trust radio?

90% think radio is a 90% think radio is a trustworthy mediumtrustworthy medium

IBI Radio ResearchIBI Radio Research Listeners interact with radio Listeners interact with radio

stationsstations 66% visited station website66% visited station website 60% sent a text to a station60% sent a text to a station 40% telephoned a station40% telephoned a station 37% entered a station competition37% entered a station competition 32% viewed station Facebook page32% viewed station Facebook page

IBI Radio ResearchIBI Radio Research How important are Smart How important are Smart

Phone Apps?Phone Apps? 27% have a radio app27% have a radio app 73% do not73% do not

Huge potential for growthHuge potential for growth