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