RADIO CONNECTS TO CONSUMERS 2019
Wave 2 – An Expanded Study. In field May – June 2019. Canadians attitudes Year 2 Source towards media Year 2 of the study with expanded panel The honest truth about consumer An online panel of 6,000 Canadians 15+. size and refreshed questionnaire attitudes to media, including the “trust Representative of the Canadian designed to provide insights into factor” (or lack thereof), ad avoidance population conducted by Asking consumer attention, engagement and and attention paid to media channels. Canadians. path to purchase among English and French Canadians. | Radio Connects | Fall 2019 2
Glossary of Terms. Definition of terminology used in questionnaire. AM/FM Streaming Programmed Music Personal Music Podcasts Any radio station transmitted Use of RadioPlayer Canada, Owned music and use of apps Pre-recorded digital audio online as a continuous flow; iHeart, TunedIn or local radio like: Spotify, Amazon Music, programs, usually spoken word, includes streaming / listening station mobile app to listen to Apple Music, Google Music and that you can subscribe to in a online via computer or mobile music. curated music lists. feed and/or download to listen phone. to later. | Radio Connects | Fall 2019 3
Statement questions explained. Data throughout Strongest statements represented as strongly 81 statements asked by composition and agree/agree & strongly on a 5 point scale. disagree/disagree, ignoring index are represented. neither agree nor disagree. | Radio Connects | Fall 2019 4
Generations Connect Differently Currency target groups do not adequately reflect how different generations behave or what motivates them to engage with media. Understanding this behaviour empowers marketers to connect with their consumers with the right media, in the right tone, at the right time. | Radio Connects | Fall 2019 5
GENERATION “Z” Born 1997-2012 7-22 YRS OLD “Born Connected” 18% of Total Canada | Radio Connects | Fall 2019 6
Generation Z - Born 1997-2012 Still in Living with Work part Mean HH 7-14: 9% school parents time Income 65% 75% 15% 92K 15-22: 9% | Radio Connects | Fall 2019 7
GENERATION “Y” Born 1981-1996 23-38 YEARS OLD “Millennials” 21% of Total Canada | Radio Connects | Fall 2019 8
GENERATION “Y” - Born 1981-1996 They’re not 18-34 year old's. 23-29 30-38 (9%) (12%) Maturing Millennials 1990 – 1996 Milestone Millennials 1981-1989 Urban (51%) HHI 89K | PI 53K Urban (53%) HH 102K | PI 68K Live with Work full No $ for non- No $ for non- University College University Masters Child<5yrs Masters partner time essentials essentials 43% 44% 13% 22 % 40% 17% 19% 32% 26% 74% 21% (136i) (154i) (93i) (104i) (121i) (123i) (110i) (89i) (138i) with parents | Radio Connects | Fall 2019 | Radio Connects | Fall 2019 9 9
GENERATION “X” Born 1965 – 1980 39-54 YEARS OLD “Boom Bust” “Sandwich Generation” 22% of Total Canada | Radio Connects | Fall 2019 10
GENERATION “X” - Born 1965 – 1980 An analogue childhood to a digital adulthood 48 – 54 39 – 47 (10%) (12%) Advancing Gen X 1972-1980 Established Gen X 1965-1971 Mean HH Mean Pers. Col./Univ. Tweens or Have Kids Mean HH Mean Pers. Adult kids at Col./Univ. Tweens or Income Income Teens 6-15 61 % Income Income home Teens 61 % 106 K 71K 34% 30% 112K 75K 35% 26% (114i) (114i) | Radio Connects | Fall 2019 | Radio Connects | Fall 2019 11 11
BABY BOOMERS Born 1946-1964 55-73 YEARS OLD “The Woodstock Generation” 23% of Total Canada | Radio Connects | Fall 2019 12
BABY BOOMERS - Born 1946-1964 The generation that broke the mold. 55-65 66-73 (15%) (8%) Freedom 55+ 1954-1964 OAS Boomers 1946-1953 Adults kids at Mean HH Mean Pers. Work P.T. Live alone Mean HH Mean Pers. Work P.T. Retired Retired home Income Income 9% 25% Income Income 11% 14% 83% 39% 66K 53K 98K 79K (102i) (124i) (102i) (152i) | Radio Connects | Fall 2019 | Radio Connects | Fall 2019 13 13
Canadians Across Generations Are Connected Do media behaviours and attitudes remain the same as Canadians age? To Audio Or do they change as people progress through life stages and evolving household dynamics? The following compares and contrasts how the different generations respond to media and advertising. | Radio Connects | Fall 2019 14
Canadians remain connected to audio. Canadians 15+ 83% 82% Key Findings: Tuning to audio Listen in AM/FM • Tuning to audio year over year has been year over year has past week been consistent consistent. • Canadians 15+ say their listening to 46% 23% AM/FM radio and personal music has remained steady in the past 12 months.. Listened to Listened to a Personal Music Podcast in the yesterday past week Q6. How often do you listen to AM/FM radio stations? | Q9. How often, if ever, do you listen to podcasts? | Q25. Thinking of YESTERDAY, at what times of day did you do the | Radio Connects | Fall 2019 15 following?
Younger Canadians chose AM/FM over social media in the past 12 months. 38% 22% Key Findings: Gen Z didn’t use Mile. Mill. didn’t • More Canadians 15+ have connected with Facebook in past use Snapchat in AM/FM in past 12 months than with Social 12 months past 12 months Media. • 89% of Canadians tuned to AM/FM vs. 37% 59% 80% on Social Media (Facebook, Instagram, Twitter, Snapchat). Mat. Mill. didn’t Mile. Mill. didn’t • Only 18% Gen Z and 13% of Milestone use Instagram in use Twitter in past past 12 months 12 months Millennials say they didn’t listen to AM/FM radio in the past 12 months. Q 19. Has the time you have spent with these media channels increased/decreased/stayed the same or didn’t use in the PAST 12 MONTHS? | Radio Connects | Fall 2019 16
Canadian consumers connect with radio Canadians 15+ for specific reasons. 70% 73% AM/FM keeps me Keeps me up in up to date with touch with what’s latest news happening locally Key Findings: • AM/FM radio keeps Canadians 61% 44% connected to their communities and what’s happening locally. Connects me to Listen for traffic my community and weather Q11. To what extent do you agree or disagree with each of the following statements about AM/FM RADIO STATIONS | Q16. Thinking of AM/FM RADIO | Radio Connects | Fall 2019 17 STATIONS, how much do you agree or disagree with the following?
Each generation connects for its Canadians 15+ own reasons. 29% 64% Key Findings: Always listen on Wake up to • Top reason why Gen Z’s listen to radio is AM/FM radio their commute because it helps them keep up with the latest news 57%. • Keeping them in touch locally is the main 58% 20% reason for Maturing Millennials 67% (96i). • 2/3’s of Established Gen X feel radio Always listen for Stream AM/FM keeps them connected to their traffic and while at work community. weather • Boomers feel radio keeps them in touch with what’s happening locally 76% (109i). Q11.To what extent do you agree or disagree with each of the following statements about AM/FM RADIO STATIONS? | Q24. Please indicate how much you agree or | Radio Connects | Fall 2019 18 disagree with the following statements? | Q16. Thinking of AM/FM RADIO STATIONS, how much do you agree or disagree with the following?
Radio is digital and Canadians are Canadians 15+ enjoying it across 42% 83% multiple platforms. Listened on a Listened to AM/FM in mobile device car/over the air on a ‘radio’ Key Findings: • Over the air and in car are the most 44% 31% widely used platforms, but radio is digital and people are connecting across different devices. Listened on a Listened over a desktop or laptop Smart Speaker computer • Each generation connects in a way that suits them most. Q 17. What devices do you use to listen to AM/FM radio stations? | Radio Connects | Fall 2019 19
Radio listening is digital for Gen Z. Smart Phone/Tablet Desktop/Laptop Smart Speaker Radio App 50% 46% 36% 32% ( 119i) (106i) (117i) (96i) Q20. Which of the following digital services do you use to listen to audio content? | Radio Connects | Fall 2019 20
Maturing Millennials Milestone Millennials Smart Phone or Desktop or Smart Smart Phone or Desktop or Smart Tablet Laptop Speaker Tablet Laptop Speaker 50% 48% 35% 45% 45% 34% (119i) (111i) (115i) (108i) (104i) (110i) Q20. Which of the following digital services do you use to listen to audio content? | Radio Connects | Fall 2019 21
Advancing Gen X Established Gen X Smart Phone or Radio Station Desktop or Tablet Apps Laptop 45% 36% 45% (197i) (108i) (102i) Q20. Which of the following digital services do you use to listen to audio content? | Radio Connects | Fall 2019 22
Radio is where Canadians discover Canadians 15+ new music. 39% 59% Discover new Discover new Key Findings: music through music through AM/FM radio family and friends • AM/FM radio’s music programmers are the real curators of new music. 34% 20% • Most Canadians discover new music on AM/FM radio. Discover new Discover new music on music via Social YouTube Media or Spotify Q 13. How do you discover new music? | Radio Connects | Fall 2019 23
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