1. DigiMig - The Research Project on the Migration of Digital Radio Use
DIGITAL RADIO USE IN SWITZERLAND Trend analysis autumn Atelier Radiophonique Romand (ARARO), 15 February Philippe Zahno, GT DigiMig – digital migration Working Group
DIGIMIG - the research project on the digital migration of radio usage in Switzerland

2. Switzerland increasingly listens to digital radio
DigiMig - The Research Project on the Migration of Digital Radio Use
Switzerland increasingly listens to digital radio
Digital radio is on the rise. 64% of radio usage is already digital...
Radio usage volume (in percent) by type of reception
49%
51%
Autumn 2015
Digital
Analog
53%
47%
Spring 2016
Digital
Analog
54%
46%
Autumn 2016
Digital
Analog
Spring 2017
57%
43%
Digital
Analog
Autumn 2017
61%
39%
Digital
Analog
Digital
Analog
Spring 2018
63%
37%
Digital
Analog
Autumn 2018
64%
36%
Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761
DIGIMIG - the research project on the digital migration of radio usage in Switzerland

3. Switzerland increasingly listens to digital radio
DigiMig - The Research Project on the Migration of Digital Radio Use
Switzerland increasingly listens to digital radio
...and DAB+ remains the most important digital vector. It accounts for 33% of radio usage.
Radio usage volume (in percent) by type of reception
26%
23%
51%
26%
27%
47%
28%
26%
46%
25%
32%*
43%
27%
34%
39%
29%
34%
37%
31%
33%
36%
Autumn 2015
Spring 2016
Autumn 2016
Spring 2017
Autumn 2017
Spring 2018
Autumn 2018
Radio use via TV (6% of total use) is assigned to the Internet/Digital category.
*Significant change compared to previous wave
Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761
DIGIMIG - the research project on the digital migration of radio usage in Switzerland

4. Radio use by language region
DigiMig - The Research Project on the Migration of Digital Radio Use
LANGUAGE REGION
Radio use by language region
The situation in German-speaking Switzerland remains stable. In Latin Switzerland, IP radio in particular has developed in the recent past and thus remains the most important digital reception vector there.
Radio usage (in percent) by reception type and language region SI DS SR 24 52 26 28
46* 27 28 45 24 33 43 26 36 38 29 35 36 29 35 36 33 19 48
28* 23 49 30 25 45 28 29 43 31 26 43 31 30 39 36 30 18 52 52 28 20 28 20 52 28 22 50 27 22 51 30
29*
41* 34 25 27 39 39
Autumn 2015
Spring 2016
Autumn 2016
Spring 2017
Autumn 2017
Spring 2018
Autumn
2018
Autumn 2015
Spring 2016
Autumn 2016
Spring 2017
Autumn 2017
Spring 2018
Autumn 2018
Autumn 2015
Spring 2016
Autumn 2016
Spring 2017
Autumn 2017
Spring 2018
Autumn 2018
*Significant change compared to previous wave
Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761; (n[DS, 2018/2]=1'659, n[SR, 2018/2]=762, n[SI, 2018/2]=340)
DIGIMIG - the research project on the digital migration of radio usage in Switzerland

5. DigiMig - The Research Project on the Migration of Digital Radio Use
AGE
Radio use by age
Digital radio now accounts for at least 60% of usage in every age segment
Radio usage (in percent) by reception type and age groups
15-34
35-54
55+ 34 24 42
40* 22 38 42 22 36
33*
30* 37 38
36* 26 41 32 27 45 28 21 51 30 24
46* 28 24 48 31 27
42*
31%
29%
40% 34 31 35 30 20 25 55 15
32* 53 18 31 51 15
37* 48 18 36 46 19 38 43 23 37 31 28 40 39 27
Autumn 2015
Spring 2016
Autumn 2016
Spring 2017
Autumn 2017
Spring 2018
Autumn 2018
Autumn 2015
Spring 2016
Autumn 2016
Spring 2017
Autumn 2017
Spring 2018
Autumn 2018
Autumn 2015
Spring 2016
Autumn 2016
Spring 2017
Autumn 2017
Spring 2018
Autumn 2018
*Significant change compared to previous wave
Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761; (n[15-34, 2018/2]=765, n[35-54, 2018/2]=965, n[55+, 2018/2]=1'031)
DIGIMIG - the research project on the digital migration of radio usage in Switzerland

6. SEXY.
Radio use by gender
Minor differences in hearing behaviour between the two sexes
Radio usage (in percent) by reception type and gender
man
woman
28%
24%
49%
26%
27%
47%
28%
27%
45%
25%
31%
44%
26%
33%
41%
31%*
33%
36%*
31%
34%
35%
25%
23%
53%
27%
26%
48%*
27%
25%
48%
25%
33%*
42%*
28%
34%
38%
27%
35%
38%
30%
32%
38%
Autumn 2015
Spring 2016
Autumn 2016
Spring 2017
Autumn 2017
Spring 2018
Autumn
2018
Autumn 2015
Spring 2016
Autumn 2016
Spring 2017
Autumn 2017
Spring 2018
Autumn 2018
*Significant change compared to previous wave
Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761; (n[m, 2018/2]=1'417, n[w, 2018/2]=1'344)
DIGIMIG - the research project on the digital migration of radio usage in Switzerland

7. Radio usage by usage site
PLACE OF USE
Radio usage by usage site
The lion's share of radio use takes place at home (62%).
Radio usage (in percent) by reception type and usage location
62%
Home
19%
work
FACTS
Shown is the total radio usage with stationary and mobile devices by usage location
11%
car 3%
sports 3%
On the way
Other places
Source: GfK Switzerland, DigiMig survey, n(2018/2)=2,761
DIGIMIG - the research project on the digital migration of radio usage in Switzerland

8. Radio usage by usage location and reception type
PLACE OF USE
Radio usage by usage location and reception type
DAB+ has grown particularly strongly in the car and already accounts for 40% of the usage volume there.
Radio usage (in percent) by reception type and usage location
-15 +8
change
compared to 2015/2 +7
33%
32%
35%
Home
-16 +8 +9
work
32%
34%
34%
FACTS
-22
+20
The lion's share of DAB+ use (61% of total DAB+ use) takes place at home. But in the other places (workplace and car) DAB+ has grown stronger in the last three years (relatively speaking).
car
55%
40% 5%
sports
On the way
Use in the car: The DAB+ share has doubled compared to three years ago and now accounts for 40% of the volume of radio listening in the car.
Other places
Source: GfK Switzerland, DigiMig survey, n(2018/2)=2,761
DIGIMIG - the research project on the digital migration of radio usage in Switzerland

9. Personal ranges of the reception vectors
1 out of 5 Swiss is still a FM-only user, 1 out of 3 is a "digital-only" listener
Range of reception vectors (in percent), 2018/2
FACTS
change
compared to 2015/2
Analogue (FM)
Σ= 57%
18%
70% of the population use digital radio (DAB+ or IP/TV). 31% exclusively use digital radio. The share of "Digital Only" listeners has grown strongly (+13 percentage points [PP]) compared to three years ago (autumn 2015), mainly thanks to DAB+.
57% still use analogue radio. This is a decrease of 18 PP compared to three years ago. 18% use only FM and no other vector.
45% use DAB+. 10% exclusively use DAB+. The proportion of "DAB+ only" listeners has doubled in three years. In relative terms, the "DAB+-only" group is thus the group that has grown the most in these three years.
48% use IP radio or radio via TV, but only 8% use IP or TV exclusively. 18 -6
12%
16% -3
11% -6 -1
IP/TV
Σ= 48%
DAB
Σ= 45%
10%
12% 8% +5 +6 +2 +1 +5 +0 +3
Not allocable: 3%
No radio: 9%.
Source: GfK Switzerland, DigiMig survey, n(2018/2)=2,761
DIGIMIG - the research project on the digital migration of radio usage in Switzerland

10. Development of personal reach over time
DigiMig - The Research Project on the Migration of Digital Radio Use
ranges
Development of personal reach over time
Twice as many digital-only listeners as 3 years ago (31% versus 16%), while FM-only listenership shrank by a third (from 24% to 18%)
Radio usage volume (in percent) by type of reception 6% 5% 7% 7% 8% 8% 9%
DIGITAL
ONLY
DIGITAL
ONLY
DIGITAL
ONLY
DIGITAL
ONLY
16%
51%
24%
19%
50%
23%
DIGITAL
ONLY
DIGITAL
ONLY
DIGITAL
ONLY
21%
47%
22%
24%
43%
22%
26%
42%
21%
28%
43%
18%
31%
39%
18% FM +
DIGITAL FM +
DIGITAL FM +
DIGITAL FM +
DIGITAL FM +
DIGITAL FM +
DIGITAL FM +
DIGITAL
FM ONLY
FM ONLY
FM ONLY
FM ONLY
FM ONLY
FM ONLY
FM ONLY
Autumn 2015
Spring 2016
Autumn 2016
Spring 2017
Autumn 2017
Spring 2018
Autumn 2018
*Significant change compared to previous wave
Source: GfK Switzerland, DigiMig survey, n(2015/2)=2'453, n(2016/1)=2'526, n(2016/2)=2'531, n(2017/1)=2'504, n(2017/2)=2'519, n(2018/1)=2'673, n(2018/2)=2'761
DIGIMIG - the research project on the digital migration of radio usage in Switzerland

11. DigiMig - The Research Project on the Migration of Digital Radio Use
KEY MESSAGES
Radioland Switzerland goes digital
64%
Digital
+15
in 3 years
33%
From "Total" is DAB+
<40%
FM in all language regions
≥60%
Digital in all age segments
18%
are still FM-only listeners
40%
the use in the car is DAB+-
DIGIMIG - the research project on the digital migration of radio usage in Switzerland