Thursday, December 22nd, 2011 - Roy Morgan Research
76% of all Australians aged 14+ years listen to the radio, and 54% listen during Breakfast (5.30am to 9.00am) according to the latest Roy Morgan Single Source data (October 2010 – September 2011).
 

Although the incidence of radio listening is higher in metropolitan areas than in regional areas their listening patterns are consistent. Of the capital cities, Perth, Adelaide and Hobart recorded the highest percentage of population that listened to any radio station (82%, 81% and 81%, respectively) during the 12-month period October 2010 – September 2011.

In regional areas, Victoria, Queensland and Tasmania recorded the highest percentage of state regional population that listened to any radio station (78%, 76% and 75%, respectively).


Radio Listening – By State, Capital City, Regional Areas – Australians 14+


Source: Roy Morgan Single Source, October 2010 - September 2011 (n = 52,119).


Across the board, the Breakfast session on radio is still by far the most popular time to listen to the radio, followed by the Drive session (4.00pm to 7.00pm), then the Morning session (9.00am to 12.00pm).

Of the state capital cities, Perth recorded the highest incidence of radio listeners in the two ‘commute’ timeslots, with 58% of people in Perth aged 14+ listening to any radio station during the Breakfast session, and 43% in Drive. Hobart recorded the highest percentage of population (40%) listening to any radio station during the Morning session, while Perth recorded the highest percentage of population listening to any radio station during the Afternoon session (12.00pm to 4.00pm).


Radio Listening – By Capital City, by Radio Session (Breakfast/Morning/Afternoon/Drive/Evening)


Source: Roy Morgan Single Source, October 2010 - September 2011 (n = 52,119).


When compared to capital cities, the regional markets show a lesser incidence of listening across the board, yet some daytime sessions (e.g. the Morning session in regional NSW/ACT) outperform their metro counterpart, in terms of the percentage of population listening to any radio station during that time.


Radio Listening – By State Regional Area, by Session (Breakfast/Morning/Afternoon/Drive/Evening)


Source: Roy Morgan Single Source, October 2010 - September 2011 (n = 52,119).


As per the metro markets, the Breakfast session is the most popular session in all regional areas, with Victoria, NSW/ACT and Queensland recording the highest percentage of state population listening to any radio station during the Breakfast session (53%, 52% and 52%, respectively).


George Pesutto, Industry Director – Media, Roy Morgan Research says:

“Even with the proliferation of media channels that we’ve seen in recent years, radio remains a constant, particularly during key times throughout the day such as the daily commute to/from work and school.

“For the majority of Australians, listening to the radio at breakfast time continues to be a really important part of their daily routine.

“Over the next few years it will be interesting to see how the enhancements offered by digital radio can impact on the incidence of radio listening.”


An extensive range of detailed Roy Morgan media profiles, across internet, radio, television, and pay TV , provides a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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Although the incidence of radio listening is higher in metropolitan areas than in regional areas their listening patterns are consistent.

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