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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 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 Q19. Do you ever surf the Internet and listen to the radio at the same time?

Base: 523 No

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 Q2. Are you listening to the radio now?

16-24 25-34 35-44 45-54 55+ Male Female

Prompted question – when have you used the internet and radio together?

40% 43% 34% 28% 25% 23% 15% 14% 14% 15% 3% 4% 2% 1% 6am-9am 9am-12pm 12pm-2pm 2pm-5pm 5pm-8pm 8pm-12am 12am-6am Home Work A fair degree of combined weekday radio & internet usage takes place at work but the majority by far occurs at home in the evening.

Q23. WEEKDAY Internet and Radio conjunctive use Base: 523

Radio is clearly the main ‘partner’ medium for people using the internet

33% 25% 21% 41% 22% 26% 29% 34% 33% 26% 35% 32% 28% 33% 41% 25% 37% 38% 10% 7% 5% 8% 5% 4% Always Quite often Rarely TV Nat Press Local Press Radio Mags 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 Never Video / DVD

The internet is changing overall levels of media consumption – radio is the only traditional medium that seems to benefit 65% 7% 9% 9% 25% 13% 16% 61% 56% 54% 59% 53% 34% 43% 32% 35% 37% 35% 42% 16% 9% More time About the same time Less time TV Nat Press Local Press Radio Q16. Compared with a year ago, how much time do you think you spend today using …?

Mags Base: 523 Internet Cinema

The internet’s key strengths

I use the Internet to find info on my hobbies and interests I use the Internet a lot for entertainment I regularly use the Internet to find info for work purposes I regularly use the Internet for instant messaging I regularly use the Internet while studying for school/college I regularly use the Internet to download software I regularly play games online I use the Internet to host a website I regularly use the Internet to enter chat rooms I regularly use the Internet for online betting/gambling I regularly use the Internet to keep a personal web log Q13a I use the internet to… (strongly agree OR quite agree summary) 18% 13% 10% 7% 31% 29% 26% 45% 60% 60% 84% Base: 523

Using the internet as a shopping tool is also central to the medium’s appeal 86% 77% 77% 60% I compare prices when I buy on the Internet I often research new purchases on the Internet and then buy online I enjoy shopping on the Internet I often research new purchases on the Internet then buy the item offline Q13b Total Agree Summary Base: 523

Almost 60% of internet users admit to checking out websites after just hearing about them on the radio Things on the radio remind me to look something up online If I hear something on the radio whilst online I will search the web for more details I have checked out things on the Internet after just hearing about them on the radio Tracks played on the radio often grab my attention when I'm online News items on the radio often grab my attention when I'm online I have typed a website address into my browser just after hearing it on the radio Radio adverts have prompted me to search for something online Q26 Total Agree Summary Base: 310 39% 62% 59% 53% 48% 59% 58%

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

A peerless aid for helping people to conveniently find and access what they want when they want it.

96% 96% 89% 86% 84% 81% 11% 14% 16% 19% 4% 5% Helping me find information Saving me time and trouble Giving me what I want, when I want it Is a great help to me Helping me control my life Helping me get things done Internet Radio Q27. Is the Internet or radio better at… Base: 310

Top 6 radio benefits

Offers the ‘human touch’ and helps to shape moods and the rhythm of the day 20% 80% 26% 74% 29% 71% 35% 66% 39% 61% 41% 59% Keeping me company Helping me to relax Making me feel happy Internet Defining regular points in my day Keeping me up to date with the news Keeping me in touch with what people are talking about Radio Q27. Is the Internet or radio better at… Base: 310

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)

IAB & RAB Media Conjunction Study