Independent Broadcasters of Ireland – Consumer Radio Behaviour Survey

Introduction  Direction Research commissioned to do survey by IBI  Nationwide  Fieldwork undertaken in March 2011  Methodology:  Online  Europinions  Using online panel Slide: Agenda

Introduction  General Listenership  Overall  How much, where and when  At home, on commute, at work  Radio and effect on stress  Activities while listening to radio  Online  Reasons for listening  Interactivity with radio Slide: 3 What we’ll cover…

Introduction  95% listen to the radio*.  On average 2 ¾ hours per day. Slide: 4 Overall Listenership *: online sample 750 respondents

Introduction  68% on way to work, school or college.  71% at home during the week.  27% at work, school or college.  56% on way from work, school or college.  5% anytime in the car.  Average commute: 42 mins Slide: 5 When?

Introduction  On commute to/from work over 1/3 say that Radio alleviates stress. Slide: 6 On way to work, school or college…

Slide: 7 Activities with Radio Travelling to work, school or college (68%) At home during the week (71%) At work, school or college (27%) Travelling from work, school or college (56%) Base Read Newspaper20%50%34%20% Read book- magazine 13%36%27%13% Listen to personal music 76%24%19%73% Use the internet*14%68%53%11%

Slide: 8 Internet Activities with Radio Travelling to work, school or college (68%) At home during the week (71%) At work, school or college (27%) Travelling from work, school or college (56%) Base70*354*104*45* Facebook63%65%47%68% Twitter18%13%14%18% 67%74%80%65% Browsing65%83%79%70% Visit a facebook page, twitter or webpage based on hearing something on radio 62%59%58%64% *some bases are small

Slide: 9 Main Reason for Listening

Slide: 10 Based on listening… *And nearly 1/3 rd of these would visit a radio station’s website once a week or more.

Slide: 11 Reasons for visiting… *Based on those visiting stations website.

Slide: 12 Things people have done… (based on something heard!) *Based on those listening to radio.

Thank You Slide: 13