GfK Radio Insights (formerly AudienScope) is a national online survey of behaviour, providing 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.
Radio Insights Report 1 – Summer Listening
- Almost 9 in 10 radio listeners listen to radio as much or more in summer months
- 94% of listeners agree that radio is a great source of information in summer
- 63% of radio listeners and 2 in 3 regional listeners listen to radio at their holiday destination
- 74% of listeners agree that they would turn to radio for information in an emergency situation
This summer, with bush fires and extreme weather events affecting most Australians, essential radio information was even more important than usual.
Listeners consider radio a valuable source of entertaining and informative content, with 94% saying that radio is the place to turn to for information during the summer season, according to the 2020 GfK Radio Insights Summer Listening Report released today by Commercial Radio Australia.
This is particularly true in times of emergency, with 74% of listeners looking to radio to provide information during an emergency situation.
Summer, even with major on-air teams taking a break, still yields a high level of radio listening. Summer radio listening has maintained steady reach over the past three years, with over 80% of radio listeners switching on radio the same amount or more and almost three in four radio listeners saying they are more likely to listen to media than watch it.
Radio has the power to provide relevant and current information in times of emergency and to keep regional communities connected and informed. 68% of listeners agree that radio is where they turn to for information on local news and events, and 81% say that radio keeps them up to date. Meanwhile, 91% of regional listeners listen to radio just as much if not more in the summer.
“Of 261 commercial radio stations, 220 are in regional areas. Our regional stations understand their vital role, both during and after emergencies, to be right there broadcasting locally and continuously in order to share news and important information. Often broadcast radio is the only place people in regional areas can turn to in times of emergency, with mobile phone towers damaged or overloaded and access to other broadcast channels made difficult by the situation and the conditions,” said CRA’s Joan Warner.
70% of listeners consider radio to be a broadcast medium that they can access anywhere in summer, meaning that they can listen wherever they happen to be. Radio is not only where audiences turn to for entertainment and information, but also a source of inspiration, with nine out of 10 listeners saying that radio helps give them ideas about what to do in summer. Plus, radio can be listened to while on the move, with 90% of listeners stating that radio keeps them informed when they are on the go in summer and one in five listening to more radio in the car during the summer months.
Demographically, young people aged 10-24 are the most engaged radio listeners in summer, as 82% are more likely to listen to media than watch it and one in five state that they listen to more radio during that time. When it comes to location, 27% listen more in the car in summer (compared to 19% of all listeners 10+) and 20% listen more at home. Over summer, younger audiences engage with radio across several devices and channels, with over one in three (35%) listening to radio via smartphones, 17% listening via smart speakers, 17% listening via DAB+ and 49% listening to radio across a range of platforms.
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