1. Understanding radio listening amongst children 4-16
An analysis of supplementary data taken from
radioGAUGE

2. Note on data source
Questions added to end of RadioGauge dips running between 4th September and 15th November (8 dips in total)
Key questions focused on:-
Whether children listened to the radio and where
Levels of joint listening, including when and where
Results split between respondents with children aged 4-10 and yrs to understand differences

3. Note on sample 1920 respondents with children aged 4-16
1442 CR Listeners; 478 non CR listeners
1013 have children aged between 4 and 10
907 have children aged between 11 and 16

4. Radio listening Radio listening increases as children get older
“Do your children listen to the radio?” % saying “yes”
Base: All respondents with kids aged 4-16 yrs
Source: RadioGauge panel

5. Radio listening Radio listening is higher amongst children whose parents are CR listeners
“Do your children listen to the radio?” % saying “yes”
Base: Respondents with kids aged 4-16 yrs
Source: RadioGauge panel

6. Listening location – children Listening in the bedroom and when out and about increases in older kids
“Where do your children listen to the radio?”
Base: Respondents with kids aged 4-16 yrs
Source: RadioGauge panel

7. Joint radio listening Overall joint listening is high but decreases slightly as children get older
“Are there times when you listen with your children?” % saying “yes”
Base: Respondents with kids 4-16
Source: RadioGauge panel

8. Joint listening locations Most joint listening is when in the car with little difference between the age groups
Where do you listen to the radio with your children?
Base: Respondents with kids aged 4-16 yrs
Source: RadioGauge panel

9. Joint listening occasions Weekends and school run are the most common joint listening occasions (the latter especially for 4-10 yr olds)
When do you listen to the radio with your children?
Base: Respondents with kids aged 4-16 yrs
Source: RadioGauge panel

10. Summary
Children of CR listeners more likely to be radio listeners themselves
Listening in the bedroom and when out and about increases as children get older
Potentially reflecting growing independence and greater access to radio (e.g. mobile phones)
Joint listening is high but declining slightly amongst older children
Weekends and the school run are the most common joint listening occasions