[cma-l] [Fwd: [RADIO-STUDIES] UK: Podcasts help lift live radio audiences (The Guardian, 2 Jul 08)]

[Jaqui Devereux]

-------- Original Message --------
Subject: [RADIO-STUDIES] UK: Podcasts help lift live radio audiences 
(The Guardian, 2 Jul 08)
Date: Fri, 4 Jul 2008 11:38:43 +0100
From: Salvatore Scifo <salvatore.scifo at COMMUNITYMEDIA.EU>
Reply-To: Salvatore Scifo <salvatore.scifo at COMMUNITYMEDIA.EU>
To: RADIO-STUDIES at JISCMAIL.AC.UK

Source:
http://www.guardian.co.uk/media/2008/jul/02/radio.rajars

Please note that the full report 'Podcasting and Radio Listening Via The
Internet Survey' (27 pages) can be downloaded from
http://www.penelopejamespr.com/images/RAJARPodcasting&ListeningJune08.pdf

All the best,

Salvo
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Podcasts help lift live radio audiences

     * Ben Dowell
     * guardian.co.uk,
     * Wednesday July 2, 2008

Radio listening via the internet is growing in the UK, with more than 14
million people in the country listening to output on the web and more than 9
million downloading podcasts on a weekly basis, according to a new survey
published today.

Commissioned by the industry's audience research body Rajar, the Ipsos Mori
survey conducted in April and May this year found that more than 14.5
million people have listened to the radio online and 9.4 million listen
every week - either through live streaming or "listen again" services.

This means that internet listening was up by 2.5 million people on the
previous survey, which was conducted in October and November 2007. In the
2007 survey, listen again use was 8.1 million in any given week, 1.3 million
fewer than the latest survey's figure.

In the latest research, Ipsos Mori found that podcast listening occured
throughout the day, with an evening peak when 44% of podcast users click on
the play button. A total of 83% of podcast users now listen to content that
is more than a week old.

The survey also reveals that three-quarters of those using internet listen
again services said this had no impact on the amount of live radio they 
consume.

And almost half said they are now listening to radio programmes to which
they did not listen previously. The average user of listen again services
listens to 1.8 programmes each week in this way.

According to the survey, 6 million people in the UK have now downloaded a
podcast - up from 4.3 million in November 2007. And 3.7 million now say they
listen to a podcast each week, up from 1.87 million in last year's survey.

The average podcast user subscribes to 3.6 podcasts and spends just over an
hour a week listening to them. Comedy and music continue to be the two
favourite genres.

iTunes remains the preferred software for almost three-quarters of users who
subscribe to podcasts, while a fifth simply download directly from the
website via their browser.

According to the survey, 79% of people listen to podcasts on their home
computer and 66% listen via a portable audio/mp3 player.

Podcasting appears to also have a marginally positive effect on live radio
listening. Almost 15% said they listened to more live radio since they began
downloading podcasts.

While 10% stated they listened to less live radio after starting to download
podcasts, 39% said they were now listening to radio programmes they did not
listen to previously.

Although podcasts were popular with listeners, media organisations have
found difficulty turning them into significant moneyspinners.

However, 53% of respondents to the latest Rajar survey said they would be
interested in downloading podcasts containing advertising if they were free.

Only 31% responded positively to the idea of podcasts without adverts that
had to be paid for.

The survey was conducted online and sampled 863 people.

"Now in its second instalment, this survey gives a unique insight into the
behaviour of the online/offline audio community and the impact of new audio
delivery formats on traditional live radio listening," said the Rajar
research manager, Christel Lacaze.

"It also provides perspective on the relative impact of each of these
activities."
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Jaqui Devereux

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