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Radio on the Move Trend Update

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Signal Hill Insights
Signal Hill Insights

This document summarizes the results of an online survey conducted in Fall 2015 regarding in-car audio consumption among Canadians aged 18+ who drive or ride in a private vehicle at least once per week. The key findings are: 1) AM/FM radio continues to dominate in-car listening, accounting for 66.2% of in-car audio consumption over the past 24 hours. 2) While AM/FM radio listening has remained steady, personal music listening on devices like iPods and phones has declined from 26% in 2010 to 20% in 2015. 3) Other audio sources like satellite radio, streaming services, podcasts and audiobooks make up a small but growing share of

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Radio on the MoveTrend Update Fall 2015 Data collected from
Introduction ? Objectives: ¨C Monitor impact on radio listening of increased in-car availability of new in- dash technologies ¨C Provide insight into in-car listening unavailable through PPM data ¨C Identify cross-platform opportunities for in-car audio ? Online survey, conducted October 30-November 16, 2015 ? Sample: ¨C 2,028 Canadians, aged 18+ ¨C Drivers or passengers in a private vehicle at least once per week (89% of adult Canadians) ? Email invitations sent to members of the Angus Reid Forum ? Final data weighted to census data to reflect the distribution of the Canadian population ? Key metrics of in-car audio consumption based on questions probing audio consumed in the vehicle in the previous 24 hours 2
AM/FM still dominates in the car¡ªits share of in-car listening is consistent over the past five years. 3 66.2% 11.4% 9.4% 8.1% 2.5% 1.4% 0.9% AM/FM radio Personal music on iPod/mp3 player/ phone SiriusXM satellite radio CDs /cassettes Audio podcasts downloaded to play back later Streaming audio (AM/FM or online services) Audio books Share of in-car audio listening (past 24 hours) Fall 2014 June 2013 June 2012 Dec 2011 June 2011 Dec 2010 % % % % % % 65.1 65.3 65.7 66.9 63.0 64.7 10.5 10.2 10.3 10.9 10.6 9.5 11.1 10.0 8.5 7.3 8.5 9.7 9.9 10.8 11.3 12.6 15.1 13.5 1.2 2.2 1.6 1.0 1.2 1.5 1.2 1.0 1.2 0.9 0.9 0.2 0.9 0.6 1.3 0.4 0.6 0.8 Fall 2015 Q.C1a. When was the last time, if ever, you did the following in a private vehicle? Q.C2. Thinking of all the time you spent in the vehicle in the past 24 hours, how much time did you spend doing the following? Base: Canadians, aged 18+, in private vehicle at least once per week (Fall 15: n=2,028)
4 While in-car tuning to AM/FM has held steady, share devoted to personal music has declined. 65% 63% 67% 66% 65% 65% 66% 23% 26% 24% 22% 21% 20% 20% 12% 11% 10% 13% 14% 14% 14% Dec 10 Jun 11 Dec 11 Jun 12 Jun 13 Fall 14 Fall 15 AM/FM radio Personal music (iPod/phone + CDs/cassettes) Other audio (Satellite radio /streaming/podcasts/audio books) Share of in-car audio listening (past 24 hours) Q.C1a. When was the last time, if ever, you did the following in a private vehicle? Q.C2. Thinking of all the time you spent in the vehicle in the past 24 hours, how much time did you spend doing the following? Base: Canadians, aged 18+, in private vehicle at least once per week (Fall 15: n=2,028)
www.audience-insights.com Jeff Vidler, President Audience Insights Inc. +1.647.658.8512 jeff.vidler@audience-insights.com

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Radio on the Move Trend Update

  • 1. Radio on the MoveTrend Update Fall 2015 Data collected from
  • 2. Introduction ? Objectives: ¨C Monitor impact on radio listening of increased in-car availability of new in- dash technologies ¨C Provide insight into in-car listening unavailable through PPM data ¨C Identify cross-platform opportunities for in-car audio ? Online survey, conducted October 30-November 16, 2015 ? Sample: ¨C 2,028 Canadians, aged 18+ ¨C Drivers or passengers in a private vehicle at least once per week (89% of adult Canadians) ? Email invitations sent to members of the Angus Reid Forum ? Final data weighted to census data to reflect the distribution of the Canadian population ? Key metrics of in-car audio consumption based on questions probing audio consumed in the vehicle in the previous 24 hours 2
  • 3. AM/FM still dominates in the car¡ªits share of in-car listening is consistent over the past five years. 3 66.2% 11.4% 9.4% 8.1% 2.5% 1.4% 0.9% AM/FM radio Personal music on iPod/mp3 player/ phone SiriusXM satellite radio CDs /cassettes Audio podcasts downloaded to play back later Streaming audio (AM/FM or online services) Audio books Share of in-car audio listening (past 24 hours) Fall 2014 June 2013 June 2012 Dec 2011 June 2011 Dec 2010 % % % % % % 65.1 65.3 65.7 66.9 63.0 64.7 10.5 10.2 10.3 10.9 10.6 9.5 11.1 10.0 8.5 7.3 8.5 9.7 9.9 10.8 11.3 12.6 15.1 13.5 1.2 2.2 1.6 1.0 1.2 1.5 1.2 1.0 1.2 0.9 0.9 0.2 0.9 0.6 1.3 0.4 0.6 0.8 Fall 2015 Q.C1a. When was the last time, if ever, you did the following in a private vehicle? Q.C2. Thinking of all the time you spent in the vehicle in the past 24 hours, how much time did you spend doing the following? Base: Canadians, aged 18+, in private vehicle at least once per week (Fall 15: n=2,028)
  • 4. 4 While in-car tuning to AM/FM has held steady, share devoted to personal music has declined. 65% 63% 67% 66% 65% 65% 66% 23% 26% 24% 22% 21% 20% 20% 12% 11% 10% 13% 14% 14% 14% Dec 10 Jun 11 Dec 11 Jun 12 Jun 13 Fall 14 Fall 15 AM/FM radio Personal music (iPod/phone + CDs/cassettes) Other audio (Satellite radio /streaming/podcasts/audio books) Share of in-car audio listening (past 24 hours) Q.C1a. When was the last time, if ever, you did the following in a private vehicle? Q.C2. Thinking of all the time you spent in the vehicle in the past 24 hours, how much time did you spend doing the following? Base: Canadians, aged 18+, in private vehicle at least once per week (Fall 15: n=2,028)
  • 5. www.audience-insights.com Jeff Vidler, President Audience Insights Inc. +1.647.658.8512 jeff.vidler@audience-insights.com