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Week ending July 17, 2010

RAJAR PUBLISHES FINDINGS OF MIDAS 6 - July 14, 2010
from Penelope James for RAJAR

RAJAR Ltd (Radio Joint Audience Research) releases findings of its sixth survey of internet delivered audio services today, July 14, 2010. For the first time the scope of this survey was extended to cover listening via mobile phone and data reveals that 20% of smartphone owners, or 1.4 million people, have downloaded a radio app. The survey also reveals that 31% of listeners claim to listen to radio via the internet and 16% have downloaded a podcast.

The RAJAR Measurement of Internet Delivered Audio Services (MIDAS 6) was conducted during June 2010 by Ipsos MORI. The sample comprised RAJAR respondents drawn from the main RAJAR survey who had claimed to listen to the radio via the internet, or downloaded podcasts, or listened to the radio via their mobile phone. The survey findings are based on 1,083 respondents.

Christel Lacaze, research manager, RAJAR comments:

“The latest MIDAS survey allows us to track the changing behaviour of people who use their mobile phones to listen to the radio. With smartphones fast growing their market share, a greater number of mobile phone owners are able to listen to the radio via their phone using a mobile internet connection rather than an FM signal, giving them access to richer content on the go. These new findings are going to be of great interest to the industry and those involved in the development of radio apps.”

Top line findings:

Listening via the Internet

‡ 31% of adults claim to have ever listened to the radio via the internet, including 29% who have listened live (up from 27% in November 2009) and 25% who have used time-shifted listening (using Listen Again services, up from 23%).

‡ 71% of those Listen Again listeners said the service has no impact on the amount of live radio to which they listen; while half said they are now listening to radio programmes to which they did not listen previously. The average user of Listen Again services listened to just under 2 programmes in this way in the previous week.

‡ Awareness of Personalised Online Radio (POR) increased from 14% of Adults 15+ to 17% while the number of users of such services has increased from 8% to 11%. 6% claim to use POR at least once a week.

‡ 15% have heard of WiFi radio (a standalone radio set that connects wirelessly to the internet and is able to play any internet radio service) but only 2% claimed to own one.

Listening to Podcasts

‡ 15% of the adult 15+ population have downloaded a podcast. Almost half (47%) of podcast users claim to listen to podcasts at least once a week but only 25% of users find the time to listen to all the podcasts they download.

‡ 74% said that listening to podcasts had no impact on their live radio listening habits.

‡ The typical podcast user subscribes to just under 5 podcasts, and spent about an hour in the last week listening to them. As in previous surveys, comedy and music remain the two favourite genres.

‡ 77% of podcast users listen to podcasts at home, and 45% listen in the car or on public transport.

‡ Podcasting appears to have a positive effect on radio listening with 36% saying that they now listen to radio programmes to which they did not listen previously, up from 32% in November 2009.

Listening via mobile phone:

13% of adults 15+ have ever listened to the radio via mobile phone. Of those, 54% select the station using specific FM preset and 14% run an app for a specific radio station.

20% of smartphone owners on the Midas survey (or 1.4 million) have downloaded a radio app and, of those, over half (53%) use their radio apps at least once a week.