The changing face of audio consumption
In our latest Research Focus article, GfK’s Gary Roddy and Christine Connor look at how and why new technology is changing the way people listen to audio content…
Media1 up is a long-term attitudinal study that was set up to investigate the changes in media and the usage of media over time. It is a nationwide study, building up relationships with the same contributors over time.
The project seeks to understand the key changes in media each year whilst at the same time provide an in-depth understanding of key trends and new developments in the market place.
This is the second year of the project and it is now helping clients understand these new developments, each year’s key themes and emerging trends
2009 focused on understanding the pattern of usage of time-shifted viewing. In 2010 the study continues to providing more insights in the time-shifted arena through a specific emphasis on Canvas. Additional modules this year have explored usage and attitudes towards audio, news, smart-phones, social networks as well as future expectations.
People will recommend a programme for me to listen to on the internet. An example is Money Saving Expert. Listening on the internet is comparable with the radio.
Male, 46
The area of audio has been the subject of much speculation in recent times. What is audio in the digital age? How and why do people consume the various formats? How has this changed? Does it vary by age or sex or are there other factors that come into play?
To put the results into context, it is useful to remind ourselves why people listen to audio content. We identified 4 key drivers behind audio listening:
- Functional/ information needs
- Background/ companionship
- Appointment to listen
- Entertainment
The radio is mainly for news things. I listen to some music and I listen a lot in the car.
Male, 65 years
For each of these drivers, radio has a clear role to play – but is being challenged by the new technologies available.
I don’t have an MP3 player because I can’t have headphones on in a cab.
Paul Cohen
Radio’s main stronghold remains functional – providing easy access to news, weather, traffic and other information. This also applies to ‘Appointment to listen events’. However, in the entertainment area, the role of radio has been superseded by the internet, and the rise of MP3 players.
I do listen to the local radio on a Sunday morning. There’s a gardening programme and I listen to that.
Female, 78
With analogue radio switch-off announced for 2015, what does the future of radio hold? Those who have digital radio appreciate the ability to be able to listen to what they want, when they want – although the quality of the output has been questioned.
An old friend of mine has a digital radio at work and I like the fact that it tells you what the track is, a little bit like your iPod does.
Male, 36
More needs to be done to communicate the ability to be able to listen to radio via digital TV – with many people unaware that they can access audio content via their TV. Those who are aware often use this to meet background/companionship needs, albeit via a different platform.
Your Comments
Rather than radio’s main stronghold being functional, our own research, now supported by Touchpoints3, has always shown that entertainment is overwhelmingly the number one reason for people tuning in to our stations – over 80% agree that it is their main reason.
In fact, despite the huge changes in the media landscape, patterns of audio consumption remain remarkably consistent. The BBC’s Eartime Research tells us that radio accounts for 82% of all audio (i.e. taking into account MP3s, podcasts etc) and 72% of internet obsessed 15-24 year-olds agree that radio is still the best place to discover new music.
With more people listening to radio than ever before – some 46.8 million each week according to RAJAR (and with the commercial sector continuing to build share vs. the Beeb), it’s clear that radio’s appeal is unique, enduring and more than facing up to the digital challenge.
Worst Research Ever?
Just read this article, which has some blinders like “the role of radio has been superseded by the internet, and the rise of MP3 players.” Really? Any evidence for that?
Now, I haven’t read Media1, but the fact that radio’s just had one of it’s best research books suggests either the ‘role’ of radio has evolved whilst the internet/mp3 players have ‘just’ occupied its old ground or that perhaps the conclusions of this piece of research seem a little odd.