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, Pacific Highway, Crows Nest, NSW, 265 Phone: +61 2 9966 9133 Fax: +61 2 9966 97 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 ' ' 18,761 1 18,761 1 15,6 83 15,526 83 5,3 12,392 66 12,296 66 7,338 39 7,379 39 1,398 7 1,45 8 2,213 12 2,24 12 744 4 754 4 How to Read: In an average week, of all people aged 15+ throughout Australia (18,761, people):, people, or, listen to community radio 1,45, people, or 8, listen to community radio but not commercial radio 2,24, people, or 12, 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 754, people, or 4, 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 3,22 2,954 2,625 2,89 1,74 889 1 59 58 51 55 34 17 Hours Spend Listening to Community Radio in a Week 1 1,833 1,72 89 1,259 36 21 16 25 Average no. of hours listened to community radio in an average week 215 Wave #1 15.9 215 Wave #2 15.6 215 Wave #1: Aug-Nov 214 & March-June 215 / 215 Wave #2: March-June 215 & Aug-Nov 215 Australia n=1,188 - Weekly n=2,979
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 2,631 1,68 52 33 Local voices / local personalities 1,472 29 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 1,384 1,32 1,22 1,19 1,48 969 89 381 26 24 23 21 19 16 7 Other Community Radio Reach 8,97 48 18,761 1 Profile Base 1 8,97 1 18,761 1 Gender Men 2,8 55 4,878 54 9,2 49 Women 2,28 45 4,92 46 9,488 51 Age Groups 154 89 16 1,692 19 3,18 17 25-39 1,522 3 2,555 28 4,938 26 4-54 1,257 25 2,184 24 4,742 25 55+ 1,519 3 2,538 28 5,972 32 Marital Status Single/never married 1,422 28 2,699 3 5,315 28 Married/partner, no children 869 17 1,379 15 2,955 16 Married/partner/single, child(ren) at home 1,484 29 2,656 3 5,365 29 Married/partner/single, child(ren) left home 897 18 1,529 17 3,334 18 Widowed/divorced/separated 435 9 77 8 1,791 1 Number of People in Household 1 or 2 2,511 49 4,267 48 9,529 51 3 or 4 1,879 37 3,44 38 6,817 36 5 or more 716 14 1,262 14 2,415 13 433 8 Week: +6-6 Difference to Occasional: -5-3 Australia n=1,188 - Weekly n=2,979 - Occasional n=5,12
Profile Base 1 8,97 1 18,761 1 Work Status Full-time 1,969 39 3,314 37 6,265 33 Part-time 1, 2 1,81 2 3,74 2 Home duties 436 9 741 8 1,82 1 Retired / pensioner 938 18 1,54 17 3,841 2 Unemployed 165 3 389 4 1,14 5 Student 573 11 1,185 13 2,117 11 Difference to Week: Occasional: +6-3 Occupation Professional, business manager or executive 1,15 22 1,862 21 3,155 17 Business owner, self-employed, sales or clerical 967 19 1,614 18 3,445 18 Technical, skilled, semi-skilled or manual 923 18 1,639 18 3,369 18 Not working 2,112 41 3,855 43 8,792 47-6 Highest Level of Education Primary, Secondary or High School 1,451 28 2,673 3 6,116 33-5 -3 Some tertiary/tafe 1,74 34 3,11 34 6,497 35 University (Bachelor or higher degree) 1,916 38 3,285 37 6,147 33 Gross Annual Income Under $2, 1,117 22 2,12 24 4,851 26 $2, - $4, 1,13 22 1,881 21 4,291 23 $4, - $6, 751 15 1,385 15 2,951 16 $6, - $1, 1,229 24 2,92 23 3,815 2 Over $1, 88 17 1,492 17 2,853 15 Refused +3 Main Grocery Buyer Yes 4, 79 6,849 76 14,396 77 No 1,8 21 2,121 24 4,365 23 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 2,774 54 4,543 51 6,493 35 1,463 29 2,196 24 2,812 15 9 6 4 +9 Value of Community Radio to the Australian Community Very valuable 2,72 41 3,38 34 4,251 23 Quite valuable 2,695 53 5,96 57 1,813 58 Not very valuable 2 5 688 8 2,689 14 Not at all valuable 68 1 148 2 1,3 5 8 1-5 -9-6 -3 Australia n=1,188 - Weekly n=2,979 - Occasional n=5,12
Profile Base 1 8,97 1 18,761 1 Difference to Week: Occasional: Aboriginal or Torres Strait Islander Origin Yes 194 4 34 3 423 2 No 4,913 96 8,666 97 18,338 98 Identify as lesbian, gay or bisexual Yes 429 8 611 7 1,4 5 No 4,36 85 7,751 86 16,667 89 Refused 319 6 69 7 1,89 6 Have Disabilities Physical disability 564 11 871 1 1,867 1 Hearing impairment 377 7 639 7 1,313 7 Sight impairment 639 13 1,64 12 2,38 12 Speech impairment 89 2 18 1 164 1 None of the above 3,545 69 6,421 72 13,46 71 Refused 35 6 519 6 1,65 6 Reading Difficulty Yes 217 4 326 4 63 3 No 4,89 96 8,645 96 18,158 97 Religious Faith Christianity 2,54 5 4,4 48 8,687 46 Faith in other religion 691 14 1,152 13 1,966 1 No religious beliefs 1,536 3 2,98 32 6,85 37 Refused 339 7 637 7 1,256 7 Language Other Than English Is Regularly Spoken in the Household Yes 1,363 2,193 24 3,75 2 No 3,744 73 6,777 76 15,11 8 Languages spoken at home (Top 1) Base 1,363 1 2,193 1 3,75 1 Net Chinese/Mandarin/Cantonese 35 22 486 22 895 24 Hindi (Indian) 146 11 28 9 36 8 Italian 128 9 199 9 297 8 Arabic 19 8 135 6 187 5 German 78 6 128 6 178 5 Greek 69 5 96 4 164 4 Vietnamese 63 5 125 6 253 7 Filipino/Tagalog 47 3 66 3 17 3 Turkish 32 2 37 2 42 1 Japanese 29 2 51 2 72 2 +3-3 +3-7 -5 +7-7 +3 +3 Australia n=1,188 - Weekly n=2,979 - Occasional n=5,12