Radio Insights

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.