Allison Winter is the head of research for BBC Radio and Music.  With the increasing use of mobile technology to access audio content, she commissioned a study to research and analyse the digital audience across the day – how and when they access content.
 
“To give us the results we needed, we had to use a variety of data sources to complete the picture”, says Winters.  “We had to look at how they accessed the content, what they were doing when they were accessing content, and finally how they were feeling when they accessed content”.
 
“We used a series of heat maps for the data to show where people were active the most, and what sort of content they were accessing.  The red shows when people were the most active”, continues Winters.
 
Some of the key findings from the research showed that:
 

• More people were accessing content via their mobile devices during the morning
• 9 to 5 workday content was accessed via a PC
• On a Monday, people were accessing “catch up” audio (podcasts/replays) more than any other day
• People were looking for more on-demand audio on Sunday
• We treat Friday listening different, but the research shows that Monday is also another important day to adjust content, based on mood (people were lacking energy during the daytime)