The latest Radio Insights research (previously known as AudienScope) shows that listeners consume rado just as much in summer as at other times of the year.
The holiday season does not diminish radio listening, according to the national online survey of behaviour which provides context and additional perspective to the Australian radio ratings.
The research is released quarterly and involves 5,000 respondents per year.
While the radio ratings provide data on ‘who’ is listening to ‘what,’ Radio Insights looks at the reasons ‘why’ by delving deeper into listening behaviour.
The key findings in this latest report, released as summer is coming to an end, are:
- 85% of radio listeners tune into as much or more radio over the summer months, down 2% from last year.
- 9 in 10 listeners agree that radio keeps them informed when out and about in summer.
- 3 in 5 listeners listen to the radio at their holiday destination.
- 1 in 5 listeners say that radio gives them ideas and inspiration about things to see and do in summer.
Music trumps information during summer, but not by much. 83% of respondents said music was their primary reason for listening to radio in summer, while 73% said information was the main reason for listening.
Two thirds of radio listeners agree that during the summer months they are more likely to listen to media than watch it.
88% engage as much or more with a radio social media page over summer, up from 64% two years ago.
Click the chart to enlarge it
