On Demand Poll Nov 2011

November 2011

Sample: 324 Absolute Radio Content

Podcast Users in the UK

On-Demand Poll

Three-quarters of respondents are male

75%

25%

What is your sex?

Male Female

55% of MIDAS 8 respondents were male

Over half the respondents are aged 18-34

Under 18

18-24 25-29 30-34 35-39 40-44 45-49 50-55 56-60 61-64 65-69 70 and over

4%

17% 17%

21%

14% 15%

7%

2% 2% 2%0% 0%

Which age group do you fit into?

Total MIDAS 847% - 15-3437% - 35-5417% - 55+

31% of respondents live in London

London

Midlands

North W

est

Merid

ian

Yorksh

ire

South W

est

East of E

ngland

Central S

cotla

nd

North East

HTV Wales

North Sco

tland

Ulster

HTV West

Not in th

e UK

Border

31%

12%11% 11%

8%6% 6% 5%

2% 2% 2% 1% 1% 1% 1%

Which ITV region do you live in?

Total

Almost no difference in the types of podcasts downloaded

Standard podcasts (i.e. simply audio)

Enhanced podcasts (i.e. with chapters you can skip)

Video podcasts / Vodcasts

95%

16%25%

95%

17%

30%

94%

17%25%

97%

16%26%23%

5% 8%

The podcasts I currently download are:

Total London 25-54 25-54 Men MIDAS 8

Londoners listen to podcasts most often

Every day Most days About once a week About once a month Less often

40%

34%

19%

5%2%

50%

25%

16%

6%3%

40%

33%

18%

6%3%

43%

35%

16%

6%

0%4%

13%

29%

16%

35%

How often do you generally listen to podcasts?


Half of respondents say they have been listening to podcasts for two years or more

In the last month Between 1 and 6 months ago

Between 6 months and a

year ago

Between a year and 2 years ago

Between 2 and 3 years ago

Longer than 3 years ago

2%

9%

13%

26% 26%23%

3%

12% 13%

20%

27%25%

2%

9%

13%

27%25%

24%

2%

8%

11%

26% 26%

28%

2%

5%

13%

33%

24% 23%

When did you start listening to podcasts?


Comedy is clearly the top category followed by TV & Film, Music and Sports & Recreation

Comedy

TV and Film

Music

Sports and Recre

ation

Technology

Society

& Cultu

re Arts

News & Politi

cs

Science

& M

edicine

Drama

86%

39% 36%31%

27%22% 21% 21%

16% 14%

88%

32% 35% 33%26% 24% 22%

26%

18%13%

85%

39% 39%33% 30%

22% 20% 22%17% 15%

88%

41% 41% 41%35%

20% 21% 22%17%

11%

62%

28%

37%

25%20% 18% 19%

23% 20%13%

What type of podcasts are you interested in or subscribe to?

Total London 25-54 25-54 Men MIDAS 8Top 10 categories

Comedy is clearly the top category followed by TV & Film, Music and Sports & Recreation

Games and H

obbies

Business

Education (e

.g. languages)

Religion &

Spiritu

ality

Health

Kids and Fa

mily

Government &

Org

anisations

14%6% 6% 5% 3% 3% 2%

12%8% 10%

5% 3% 0%4%

13%7% 7% 5% 4% 4% 2%

15%9% 7% 7%

3% 1% 2%10% 13% 14%

7% 7%3% 5%

What type of podcasts are you interested in or subscribe to?

Total London 25-54 25-54 Men MIDAS 8Categories 11-17

BBC is the biggest supplier with 72% of the sample subscribing to at least one of their podcasts

BBC

UK commerci

al radio st

ations

A famous p

erson /

personalit

y

An amateur i

ndividual

UK newspapers

Fore

ign / inte

rnational r

adio stations

Other

Don't know

72%

60%

49%

26%20%

15%9% 5%

70%64%

51%

24%28%

21%14%

3%

73%

59%

47%

24% 22%14%

10%5%

74%

63%

51%

24% 24%

13%8%

4%

63%

5%10% 8% 8%

4%

19% 21%

Do you subscribe to any podcasts from any of the following suppliers?


Londoners and men subscribe to slightly more podcasts than the average


12.713.7 13.3

13.9

4.8

How many podcasts do you currently subscribe to?

Average

85% of respondents say they listen to most or all of the podcasts they download

All of them Most of them About half of them Fewer than half of them

45%

40%

9%5%

41% 40%

12%

7%

45%41%

7% 6%

46%43%

5% 5%

22%

37%

13%

18%

In general, what proportion of all podcast episodes that you download do you actually get round to listening to?


When listening to a podcast, 95% of respondents say they listen to most or all of it

The whole episode Most of it About half Less than half It varies widely

78%

18%

2% 1% 2%

75%

20%

1% 1% 4%

77%

17%

2% 1% 2%

79%

15%

2% 1% 3%

58%

24%

3% 2%6%

When you do listen to a podcast episode, what proportion of it do you normally listen to?


Favourite podcast tend to be 40-59 minutes long

Under 10 m

inutes

10-19 minute

s

20-29 minute

s

30-39 minute

s

40-49 minute

s

50-59 minute

s

60-69 minute

s

70-79 minute

s

80-89 minute

s

90 minute

s or o

ver

2%5%

10%

15%

21%

30%

10%

2% 2% 2%2%

6%

11%

18%

24%25%

11%

2%0%

2%2%5%

11%

16%

21%

29%

9%

2% 2% 2%2%

5%

9%

15%

24%

29%

9%

2% 2% 3%

On average, how long is an episode of your favourite podcast?

Total London 25-54 25-54 Men

Podcasts tend to be listened to on portable devices far more than on computers

54% 53%

34%

10% 8% 5% 1%

51% 53%42%

11% 10% 6% 0%

50% 47%37%

11% 10% 5% 1%

48% 47% 41%

10% 10% 5% 1%

61% 67%

5% 4%

On which of the following device/s do you listen to podcast episodes (i.e. MP3 files)?


MIDAS 8 included25% - Mobile phone2% - PDA

Podcasts tend to be listened to at home most but notice the public transport spike for Londoners

At home Whilst walking On public transport

In the car At work Whilst exercising

69%

46% 45%

28% 28%

18%

67%

50%

61%

23%

29%

22%

65%

43% 43%

29% 31%

19%

60%

44% 45%

32%37%

20%

73%

21%

31%26%

18%13%

Where do you normally listen to podcasts?


During the week, podcasts tend to be listened to during early mornings, late afternoons or evenings

Early M

orning (6

am-9am)

Mid M

orning (9

am-12pm)

Lunch

time (12pm-2pm)

Early A

fternoon (2

pm-4pm)

Late

Aftern

oon/Early

Evening (4pm-7pm)

Evening (7pm-M

idnight)

Overnight (

Midnight-6

am)

46%

30%22% 25%

48% 47%

15%

55%

21% 21% 20%

53%44%

17%

50%

28%22% 24%

48% 44%

12%

53%

30%23% 27%

49%41%

12%

25%17% 14% 17%

26%36%

5%

When do you normally listen to podcasts?

Total London 25-54 25-54 Men MIDAS 8Weekdays

On Saturdays, podcasts tend to be listened to across the day 9am-4pm with a evening spike

Early M

orning (6

am-9am)

Mid M

orning (9

am-12pm)

Lunch

time (12pm-2pm)

Early A

fternoon (2

pm-4pm)

Late

Aftern

oon/Early

Evening (4pm-7pm)

Evening (7pm-M

idnight)

Overnight (

Midnight-6

am)

11%

20% 20% 21%17%

26%

15%

9%

25% 25%21% 21%

26%

18%13%

21%17% 18%

13%

21%

11%13%

22%

16% 18%13%

21%

11%8%

15%

8%

14% 14%

20%

7%


Total London 25-54 25-54 Men MIDAS 8Saturdays

Sunday podcast listening follows a similar pattern to Saturdays

Early M

orning (6

am-9am)

Mid M

orning (9

am-12pm)

Lunch

time (12pm-2pm)

Early A

fternoon (2

pm-4pm)

Late

Aftern

oon/Early

Evening (4pm-7pm)

Evening (7pm-M

idnight)

Overnight (

Midnight-6

am)

10%

18% 17%20% 19%

28%

14%9%

17%21%

24%21%

25%

17%

11%

18%14%

17%15%

23%

10%10%

19%

14%17%

14%

23%

10%6%

12%8%

15%13%

20%

6%


Total London 25-54 25-54 Men MIDAS 8Sundays

“I can listen when I want” and “I can hear shows I missed on the radio” are the top first mentions

36%28%

17%5% 4% 4% 3% 1%

32% 35%

15%8%

2% 1% 4% 1%

37%30%

16%5% 3% 2% 3% 1%

32% 33%

19%

4% 4% 3% 3% 1%

59%

18% 13%4% 0% 2% 1% 0%

What do you think are the five main benefits of downloading podcasts for you?


First mentions

“I can listen when I want” and “hear shows I missed on the radio” are the top benefits of podcasting

94%87%

77%60% 58%

49%40%

13%

90% 84% 77%

53%66%

48%37%

15%

94% 87%76%

56% 56% 51%39%

13%

94% 88%78%

53% 58%50%

41%

11%

What do you think are the five main benefits of downloading podcasts for you?


All mentions

Recency is not much of an issue when considering downloading and listening to back catalogues

I am only inter-ested in the most

recent episode

More than a week

More than a month

More than 3 months

More than 6 months

More than a year

6%

19%15%

10% 10%

41%

7%

16% 16%

10% 9%

43%

6%

18%16%

10% 12%

39%

7%

19% 18%

9% 8%

39%

Sometimes it is possible to download the full back catalogue of a podcast's episodes. How long after an episode's release would you consider downloading

and listening to it?


56% of respondents normally delete episodes after listening to them

Yes No Don't know

56%

42%

2%

59%

40%

1%

59%

39%

2%

63%

35%

2%

58%

37%

5%

After you have listened to an episode of a podcast, do you normally delete the file?


Most respondents who normally keep episodes so they can listen to them again in the future

85%

32%

7% 2% 4%

80%

41%

5% 2% 10%

84%

29%

7% 3% 4%

88%

28%

8% 3% 6%

70%

28%

3% 2% 4%

If you normally keep episodes of at least some of the podcasts you download, why is this?


Two-thirds of respondents have ever unsubscribed from a podcast

Yes No Don't know

67%

30%

3%

71%

27%

2%

67%

29%

4%

71%

26%

3%

51%

40%

8%

Have you ever chosen to unsubscribe from a podcast in order to stop download-ing it?


The biggest reason for unsubscribing is the content got boring

72%

38%29%

21% 17%10% 5%

74%

42% 36%

19% 14% 10%3%

72%

41%27%

21% 17%9% 3%

69%

44%32%

24%18%

10%2%

51%42% 45%

12% 11% 7% 8%

Why did you unsubscribe?


Respondents say listening to podcasts has little to no effect on their live radio listening

I listen to much more live radio

now

I listen to more live radio now

I listen to live radio just as

much as I used to

I listen to less live radio now

I listen to much less live radio

now

Don't know

6%

18%

54%

13%

7%2%

5%

16%

56%

13%7%

4%5%

16%

57%

12%7%

3%6%

17%

54%

13%8%

2%5%

13%

72%

7%2% 2%

Many podcasts are edited versions of radio shows. Since you started listening to podcasts, how would you say your live radio listening habits have changed?


62% of respondents have discovered new radio programmes from downloading podcasts

Yes No Don't know

62%

37%

1%

63%

37%

0%

60%

40%

0%

60%

40%

0%

30%

68%

2%

Have you started listening to radio programmes you didn't previously listen to as a result of downloading podcasts?


5% of respondents have paid for a podcast in the past month

Yes No

5%

95%

5%

95%

6%

94%

5%

95%

3%

97%

Have you paid to download a podcast in the last month?


72% of respondents think they might be interested in downloading free podcasts containing adverts

Very interested Quite interested Not very interested Not interested at all Don't know

34%

38%

17%

8%

2%

27%

34%

23%

12%

4%

30%

41%

18%

9%

2%

31%

43%

16%

7%

2%

16%

43%

19% 18%

3%

Thinking about how podcasts might be paid for in the future, which of the follow-ing do you think you might be interested in downloading?

Total London 25-54 25-54 Men MIDAS 8Free podcast, containing adverts

17% of respondents think they might be interested in downloading paid for podcasts without adverts

Very interested Quite interested Not very interested Not interested at all Don't know

3%

14%

30%

52%

2%3%

10%

27%

58%

2%3%

15%

31%

48%

2%4%

11%

32%

51%

2%3%

20%

32%

40%

4%

Thinking about how podcasts might be paid for in the future, which of the follow-ing do you think you might be interested in downloading?

Total London 25-54 25-54 Men MIDAS 8Paid for but without adverts

21% of respondents have bought a product or service after hearing it mentioned in a podcast

Yes No

21%

79%

21%

79%

20%

80%

21%

79%

7%

93%

Have you ever bought a product / service after hearing it mentioned on a podcast?


70% of respondents have listened to the Frank Skinner podcast

Frank Skinner

Dave Gorm

an

Christian O

'Connell Daily

Choice Cuts

Iain Lee

Geoff Lloyd's

Hometime Show

David Tennant

Noel Galla

gher and O

asis

Ian Wrig

ht

70%

52%

31%23%

17% 13% 13% 8%

71%

55%43%

32%20%

12% 13%7%

71%

54%

32%23%

15% 10% 14%7%

77%

54%

36%24%

15%9% 13% 10%

Which of the following Absolute Radio podcasts have you listened to?


Podcasts 1-8

63% of respondents have listened to an Absolute station in the past two weeks

63%

39%33% 31% 31%

24% 19%

65%

37%29% 30%

21% 24%

8%

61%

39%33% 30% 33%

26%20%

61%

40% 39%30% 34%

28%18%

Which of the following radio stations have you listened to for at least 15 minutes in the past two weeks?


Stations 1-7

32% of respondents spent the most time listening to an Absolute station over the past two weeks

32%

16%13% 10% 9% 8%

3%

39%

17% 14%

4%9% 7%

2%

33%

17% 14% 11% 8% 9%3%

31%

15% 17%11%

7% 9%3%

Which of these radio stations did you spend the most time listening to over the past two weeks?


Stations 1-7

On Demand Poll Nov 2011

Entertainment & Humor