Radio Insights

Radio Insights (formerly AudienScope) is a national online survey of behaviour, providing context and additional perspective to the Australian radio ratings. The research is released quarterly and involves 5,000 respondents per year.

While the radio ratings provide data on "who" is listening to "what", Radio Insights looks at the reasons "why" by delving deeper into listening behaviour.


Radio Insights Report 4 - Listening Drivers

Key findings:

  • 56% of respondents nominated news and traffic reports as a main reason for tuning in, while 47% tune in for the presenters and 30% because live.
  • 42% of respondents stated they listen to radio via an app or website because it allows them to listen to live radio on the go, while 34% said it gives them access to a wider range of radio stations.
  • People under 25 are the most prolific users of radio across a range of platforms, with one in five listening via all platforms each week (broadcast, website and radio apps).
  • 32% of respondents listen to radio while relaxing, one in three listens while doing housework, 26% listen while surfing the internet, 17% listen while exercising and 18% while eating.

Radio Insights Report 3 - Multiplatform Engagement

Key findings:

  • Almost 2 in 3 radio listeners engaged with one or more of radio's other platforms in the last year (Websites, social media, podcasts, apps, events or direct contact with the station).
  • 1 in 4 people interact with a radio stations social media page(s) at least monthly.
  • Over 1 in 2 people aged 18-24 interacted with a station or radio presenters social media page in the last month.
  • 1 in 4 people spent more time listening to radio after engaging with a radio social media page.

Radio Insights Report 2 - Trust and Authenticity

Key findings:

  • 42% of respondents consider radio trustworthy, compared to 24% for TV, 18% for online and 15% for newspapers/magazines.
  • 53% of respondents consider radio a credible source of news, compared to 44% for TV, 27% for online and 24% for newspapers/magazines.
  • 55% of respondents think radio connects them more to their community.
  • 4 in 5 respondents living in regional areas agree that radio is the media they turn to for updates and in emergency situations.

Radio Insights Report 1 - Summer Listening

Key findings:

  • Radio continues to be the most engaging medium with consumers during the summer months, with nearly 9 out of 10 listeners (86%) listening as much or more during summer.
  • 28% of 10-24 year olds say they listen to more radio in summer compared to the rest of the year.
  • 64% of 10-24 year olds engage with a radio stations social media page.
  • 24% of radio audiences indicate they spend more time in summer listening to the radio in their car compared to the rest of the year.

For more information, please email Briony McLean (Research & Insights Strategist) or call 02 9281 6577.

This data may not be used for, or in association with, any commercial purposes without Commercial Radio Australia’s prior consent.