FACT SHEET Community Radio National Listener Survey 215 Wave #2 January 216 Prepared for: *Speak Languages Other Than English At Home McNair Ingenuity Research Pty Ltd ACN. 96 437 991 Level 4, 27 Pacific Highway, Crows Nest, NSW, 265 Phone: +61 2 9966 9133 Fax: +61 2 9966 9277 www.mcnairingenuity.com
OVERALL RADIO LISTENING All people aged 15+ to radio to community radio to commercial radio to ABC and/or SBS radio to community radio who: do not listen to commercial radio do not listen to ABC/SBS radio do not listen to commercial radio or ABC/SBS radio 215 Wave #1 215 Wave #2 In An Average Week In An Average Week ' ' 3,732 1 3,732 1 3,15 81 2,997 8 934 25 26 2,319 62 2,311 62 1,377 37 1,38 37 297 8 294 8 495 13 517 14 187 5 191 5 How to Read: In an average week, of all people aged 15+ throughout (3,732, people):, people, or 26, listen to community radio 294, people, or 8, listen to community radio but not commercial radio 517, people, or 14, listen to community radio but not ABC/SBS radio Base: An estimated, people aged 15+ who listened to community radio in the last seven days. Average week community radio listeners Breakfast (5am-9am) Mid-morning (9am2 noon) Afternoon (12 noon - 3pm) Drive Time (3pm-7pm) Evening (7pm2 midnight) Late Night (12 midnight - 5am) Average week community radio listeners Up to 5 hours 5 to 1 hours 11 to 2 hours Over 2 hours 191, people, or 5, listen to community radio exclusively, that is, listen to community radio but not commercial radio or ABC/SBS radio Community Radio Listening by Day Part 63 567 489 518 31 166 1 64 58 5 53 32 17 Hours Spend Listening to Community Radio in a Week 1 395 22 1 1 4 22 1 25 Average no. of hours listened to community radio in an average week 215 Wave #1 13.6 215 Wave #2 15.5 215 Wave #1: March-Nov 214 & March-June 215 / 215 Wave #2: March-June 214 & March-Nov 215 Representative sample of people 15+ throughout - Base: n=2,52 - Weekly n=597 Source: McNair Ingenuity Research Pty Ltd - January 216 - www.mcnairingenuity.com - Job No.: 155R
to community radio REASONS FOR RADIO LISTENING TO COMMUNITY RADIO 15+ to Community Radio In An Average Week ' 1 Local information / local news Specialist music 517 33 53 34 Local voices / local personalities 26 26 They play Australian music / support local artists They give an independent voice / not owned by big business or government Locals can participate / I feel like I can get involved with the station if I was interested The announcers sound like ordinary people / the announcers sound like 'one of us' Programs not available elsewhere / I hear something that I don't hear anywhere else Diversity in programming Specialist information programs Programs in languages other than English 263 238 231 232 2 166 116 4 27 2 17 12 4 Other PROFILE OF LISTENERS AND OF THE POPULATION Community Radio Reach 26 1,665 45 3,732 1 Profile Base 1 1,665 1 3,732 1 Gender Men 571 58 91 54 1,847 49 Women 41 42 764 46 1,885 51 Age Groups 154 16 16 325 19 642 17 259 272 28 441 26 974 26 4-54 232 417 25 959 26 55+ 317 32 483 29 1,157 31 Marital Status Single/never married 299 31 545 33 1,63 28 Married/partner, no children 163 17 251 15 649 17 Married/partner/single, child(ren) at home 232 418 25 985 26 Married/partner/single, child(ren) left home 196 2 285 17 669 18 Widowed/divorced/separated 91 9 166 1 367 1 Number of People in Household 1 or 2 58 52 839 5 2,19 54 3 or 4 341 35 579 35 1,197 32 5 or more 132 13 8 15 517 14 13 11 s Population Week: +9-9 Difference to Occasional: -5-4 Representative sample of people 15+ throughout - Base: n=2,52 - Weekly n=597 - Occasional n=986 Source: McNair Ingenuity Research Pty Ltd - January 216 - www.mcnairingenuity.com - Job No.: 155R
PROFILE OF LISTENERS AND OF THE POPULATION s Population Profile Base 1 1,665 1 3,732 1 Work Status Full-time 364 37 583 35 1,191 32 Part-time 181 18 323 19 781 21 Home duties 95 1 166 1 39 1 Retired / pensioner 181 18 279 17 747 2 Unemployed 39 4 89 5 199 5 Student 121 12 2 13 4 11 Difference to Week: Occasional: Occupation Professional, business manager or executive 188 19 39 19 518 14 Business owner, self-employed, sales or clerical 152 16 254 15 68 18 Technical, skilled, semi-skilled or manual 25 21 344 21 773 21 Not working 436 44 759 46 1,76 47 Highest Level of Education Primary, Secondary or High School 38 31 572 34 1,32 35-4 Some tertiary/tafe 347 35 579 35 1,383 37 University (Bachelor or higher degree) 326 33 515 31 1,3 28 Gross Annual Income Under $2, 236 426 26 1,9 27 $2, - $4, 21 21 362 22 888 $4, - $6, 174 18 3 18 643 17 $6, - $1, 235 385 23 759 2 Over $1, 127 13 192 12 434 12 Refused +4 Main Grocery Buyer Yes 749 76 1,278 77 2,893 78 No 232 387 23 84 22 Done in the past four weeks Listened to any streamed or on-line radio program on the Internet Downloaded a radio podcast from the Internet to listen to at a later time 46 47 752 45 1,123 3 22 22 33 2 437 12 7 5 +8 Value of Community Radio to the Australian Community Very valuable 368 38 545 33 781 21 Quite valuable 557 57 986 59 2,237 6 Not very valuable 52 5 111 7 523 14 Not at all valuable 4 23 1 191 5 7 2-9 -7-5 -4 Representative sample of people 15+ throughout - Base: n=2,52 - Weekly n=597 - Occasional n=986 Source: McNair Ingenuity Research Pty Ltd - January 216 - www.mcnairingenuity.com - Job No.: 155R
PROFILE OF LISTENERS AND OF THE POPULATION s Population Profile Base 1 1,665 1 3,732 1 Difference to Week: Occasional: Aboriginal or Torres Strait Islander Origin Yes 52 5 81 5 114 3 No 929 95 1,584 95 3,619 97 Identify as lesbian, gay or bisexual Yes 6 6 96 6 216 6 No 868 88 1,492 9 3,348 9 Refused 53 5 77 5 169 5 Have Disabilities Physical disability 127 13 177 11 369 1 Hearing impairment 68 7 112 7 271 7 Sight impairment 127 13 192 12 418 11 Speech impairment 18 2 2 1 38 1 None of the above 681 69 1,26 72 2,722 73 Refused 47 5 78 5 189 5 Reading Difficulty Yes 33 3 54 3 13 3 No 949 97 1,611 97 3,629 97 Religious Faith Christianity 472 48 772 46 1,691 45 Faith in other religion 17 11 176 11 325 9 No religious beliefs 336 34 613 37 1,487 4 Refused 67 7 14 6 231 6 Language Other Than English Is Regularly Spoken in the Household Yes 157 16 9 15 42 11 No 825 84 1,416 85 3,331 89 Languages spoken at home (Top ) Base 157 1 9 1 42 1-4 -6 +4-5 -4 Representative sample of people 15+ throughout - Base: n=2,52 - Weekly n=597 - Occasional n=986 Source: McNair Ingenuity Research Pty Ltd - January 216 - www.mcnairingenuity.com - Job No.: 155R