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Online & Radio A Media Conjunction Study. July 2005. Project aims & objectives. Study the combination of radio and internet usage in modern media repertoires Establish how, when, where and why consumers listen to the radio whilst using the internet - PowerPoint PPT Presentation
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Online & RadioA Media Conjunction Study
July 2005
Project aims & objectives
• Study the combination of radio and internet usage in modern media repertoires
• Establish how, when, where and why consumers listen to the radio whilst using the internet
• Quantify the extent of concurrent internet and radio usage
• Identify the reasons for the emergence and growth of this behaviour
• Deliver informed ideas about how brand advertisers could use this particular media conjunction to convey more effective commercial messages
Methodology
Quantitative• Conducted by Other Lines of Enquiry / Dipsticks• 523 x 20 minute online questionnaires• Nationally representative; all active internet users and
regular radio listeners; Broadband penetration weighted to the NOP Internet User Profile Survey
Qualitative• Conducted by Navigator• 12 x 45 minute face-to-face in-depth interviews with young
adults working full time
67% of internet users say they have listened to the radio whilst logged-on…
67%
34%
Yes No
Q19. Do you ever surf the Internet and listen to the radio at the same time? Base: 523
An average 20% of people surfing the net are listening to the radio at any one time
20%
25%
22%24%
14% 14%
24%
15%
Total 16-24 25-34 35-44 45-54 55+ Male Female
Q2. Are you listening to the radio now?
Prompted question – when have you used the internet and radio together?
23%
28%25%
34%
40%
3%
14% 14%15%
4%2% 1%
15%
43%
6am-9am 9am-12pm 12pm-2pm 2pm-5pm 5pm-8pm 8pm-12am 12am-6am
Home Work
Base: 523Q23. WEEKDAY Internet and Radio conjunctive use
A fair degree of combined weekday radio & internet usage takes place at work but the majority by far occurs at home in the evening.
Radio is clearly the main ‘partner’ medium for people using the internet
10%
33%
29% 28%
7%
25%
34% 33%
5%
21%
33%
41%41%
26% 25%
5%
22%
35%37%
4%
26%
32%
38%
8%
Always Quite often Rarely Never
TV Nat Press Local Press Radio Mags Video / DVD
Q18. When you log onto and surf the internet how often do you watch, listen to or read any other forms of media or entertainment? Base: 523
The internet is changing overall levels of media consumption – radio is the only traditional medium that seems to benefit
7%
61%
32%
9%
56%
35%
9%
54%
37%
59%
16%13%
53%
35%
65%
34%
9%
16%
43% 42%
25%
More time About the same time Less time
TV Nat Press Local Press Radio Mags Internet Cinema
Q16. Compared with a year ago, how much time do you think you spend today using …? Base: 523
The internet’s key strengths
7%
10%
13%
18%
26%
29%
31%
45%
60%
60%
84%
I regularly use the Internet to keep a personal web log
I regularly use the Internet for online betting/gambling
I regularly use the Internet to enter chat rooms
I use the Internet to host a website
I regularly play games online
I regularly use the Internet to download software
I regularly use the Internet while studying for school/college
I regularly use the Internet for instant messaging
I regularly use the Internet to find info for work purposes
I use the Internet a lot for entertainment
I use the Internet to find info on my hobbies and interests
Base: 523Q13a I use the internet to… (strongly agree OR quite agree summary)
Using the internet as a shopping tool is also central to the medium’s appeal
86%77% 77%
60%
I compare priceswhen I buy on the
Internet
I often researchnew purchases on
the Internet andthen buy online
I enjoy shoppingon the Internet
I often researchnew purchases onthe Internet then
buy the itemoffline
Q13b Total Agree Summary Base: 523
Almost 60% of internet users admit to checking out websites after just hearing about them on the radio
39%
48%
53%
58%
59%
59%
62%
Radio adverts have prompted me to search forsomething online
I have typed a website address into my browserjust after hearing it on the radio
News items on the radio often grab my attentionwhen I'm online
Tracks played on the radio often grab my attentionwhen I'm online
I have checked out things on the Internet after justhearing about them on the radio
If I hear something on the radio whilst online I willsearch the web for more details
Things on the radio remind me to look somethingup online
Q26 Total Agree Summary Base: 310
Radio and online advertising(qualitative)
• Some reports of clicking on banners as a result of radio broadcast
• usually banners were from known / trusted brands• clicked either in response to that brand’s advertising• or to category or related advertising, or programme reference• banner offers short cut to solution / information
• Respondents felt they would be more positive about banner advertising that was in some way related to site content
• Radio / internet conjunction might extend this sense of relevance
• eg, music related banner encountered when listening to music radio
Top 6 internet benefits
96% 96%89% 86% 84% 81%
4% 5%11% 14% 16% 19%
Helping mefind information
Saving me timeand trouble
Giving me whatI want, when I
want it
Is a great helpto me
Helping mecontrol my life
Helping me getthings done
Internet RadioBase: 310Q27. Is the Internet or radio better at…
A peerless aid for helping people to conveniently find and access what they want when they want it.
Top 6 radio benefits
20%26% 29%
35% 39% 41%
80% 74% 71%66% 61% 59%
Keeping mecompany
Helping me torelax
Making mefeel happy
Definingregular points
in my day
Keeping meup to date
with the news
Keeping mein touch withwhat peopleare talking
about
Internet RadioBase: 310Q27. Is the Internet or radio better at…
Offers the ‘human touch’ and helps to shape moods and the rhythm of the day
Qualitative conclusions
• In many ways radio and the internet are natural companions
• There is plenty of evidence that there is ‘follow up’ from radio to internet on shared usage occasions
• This is of obvious benefit to advertisers, who can increase their chances of benefiting by maintaining a simultaneous presence in both media
Quantitative conclusions
• The internet changes consumption of other media
• Almost 60% of all internet users admit to checking out websites after just hearing about them on the radio
• Radio and the internet are complementary (different benefits)
For further information
Please contact Laurence Bour at the IAB020 7886 8282laurence@iabuk.net
IAB & RAB Media Conjunction StudyJuly 2005
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