The release of the Autumn/Q3 RAJAR figures from the UK has shown a distinct difference in the type of audio consumed on Smart Speakers and Smart Phones, and for the first time, Headphones.
According to the research, 75% of all listening done on a Voice Activated Speaker such as an Amazon Echo, Google Home or Sonos1 is to Live Radio.
On Demand Music has a share of 23%, Podcasting 1% and Audiobooks 1%.
On phones, On Demand Music attracts 44% of listeners, Podcasts 18% and live radio at 15%.
In this quarter RAJAR also looked at audio consumption on Headphones where the reach for Podcasts/Downloads (55%), leads Digital Tracks and Audio Track with live radio at 12%.
Speaking at the CBAA conference in Melbourne today, Audio Futurist, James Cridland, says that the lesson and recommendation for radio stations, is that
- Live radio is for Speakers, while
- Content (podcasts and ‘listen again’ ) is for headphones
Live radio still reaches 93% of listeners with DAB+ reach now at 52%, while most listening is at Home (57%) with 48.5 million adults or 88% of the adult (15+) UK population tuned in to their favourite radio stations each week.
The total average number of weekly hours listened to radio for this Quarter is 989 million with the average a listener tuned in for 20.4 hours per week.