Community Radio National Listener Survey 2016 Wave #1 FACT SHEET July 2016 Prepared for: *Speak Languages Other Than English At Home McNair Ingenuity Research Pty Ltd ACN. 096 437 991 Level 4, 270 Pacific Highway, Crows Nest, NSW, 2065 Phone: +61 2 9966 9133 www.mcnair.com.au
OVERALL RADIO LISTENING 2015 Wave #1 In An Average Week 2016 Wave #1 In An Average Week n-metro QLD all people aged 15+ '000 2,003 '000 2,030 Wave to Wave Change Listeners to radio Listeners to community radio Listeners to commercial radio Listeners to ABC and/or SBS radio Listeners 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 1,539 77 1,525 75 477 24 25 1,097 55 1,144 56 762 168 267 38 8 13 679 181 245 33 9 12 114 6 99 5-0.9 +8.2 +4.3-10.9 +7.7-8.2-13.2 Listened to community radio in an average week 2015 Wave #1 2016 Wave #1 Average no. of hours 12.8 12.7-0.5 How to Read: In an average week, of all people aged 15+ throughout n-metro QLD (2,030,000 people):,000 people, or 25, listen to community radio 181,000 people, or 9, listen to community radio but not commercial radio 245,000 people, or 12, listen to community radio but not ABC/SBS radio 99,000 people, or 5, listen to community radio exclusively, that is, listen to community radio but not commercial radio or ABC/SBS radio Listening to community radio has increased by 8.2 compared to the last survey wave 0 2015 Wave #1: March-June 2014 & March-June 2015 / 2016 Wave #1: March-June 2015 & May 2016 Representative sample of people 15+ throughout n-metro QLD - Base: n-metro QLD n=746 - Weekly Listeners n=220 Source: McNair Ingenuity Research Pty Ltd - July 2016 - www.mcnair.com.au - Job.: 1605R
COMMUNITY RADIO LISTENING BY DAY PART & HOURS SPENT LISTENING The estimated,000 people aged 15+ who listened to community radio in the last seven days, listen during the following day parts: Base: Average week community radio listeners Breakfast (5am-9am) 352 68 Mid-morning (9am-12 noon) 308 60 Afternoon (12 noon - 3pm) 288 56 Drive Time (3pm-7pm) 277 54 Evening (7pm-12 midnight) 121 23 Late Night (12 midnight - 5am) 69 13 Hours Spend Listening to Community Radio in a Week Average week community radio listeners Up to 5 hours 5 to 10 hours 11 to 20 hours Over 20 hours 234 92 51 132 45 18 10 25 Average no. of hours listened to community radio in an average week 12.7 Representative sample of people 15+ throughout n-metro QLD - Base: n-metro QLD n=746 - Weekly Listeners n=220 Source: McNair Ingenuity Research Pty Ltd - July 2016 - www.mcnair.com.au - Job.: 1605R
REASONS FOR RADIO LISTENING TO COMMUNITY RADIO The estimated,000 people aged 15+ who listened to community radio in the last seven days, listen for the following reasons: Listeners 15+ to Community Radio In An Average Week Listeners to community radio '000 Local information / local news 281 55 Local voices / local personalities 158 31 Specialist music 158 31 They play Australian music / support local artists They give an independent voice / not owned by big business or government The announcers sound like ordinary people / the announcers sound like 'one of us' Locals can participate / I feel like I can get involved with the station if I was interested Programs not available elsewhere / I hear something that I don't hear anywhere else Diversity in programming 132 178 159 117 141 120 26 35 31 23 27 23 Specialist information programs 38 7 Programs in languages other than English 24 5 Other 71 14 Representative sample of people 15+ throughout n-metro QLD - Base: n-metro QLD n=746 - Weekly Listeners n=220 Source: McNair Ingenuity Research Pty Ltd - July 2016 - www.mcnair.com.au - Job.: 1605R
PROFILE OF WEEKLY LISTENERS AND OF THE POPULATION Community Radio (15+) Total Weekly Listeners n-metro QLD s Population (15+) Community Radio Reach 25 2,030 2,030 Gender Men Women 282 55 7 50 234 45 1023 50 110 90 Age Groups 15-24 25-39 40-54 55+ 107 21 326 16 91 18 484 24 137 27 524 26 181 35 697 34 131 75 104 103 Marital Status Single/never married Married/partner, no children Married/partner/single, child(ren) at home Married/partner/single, child(ren) left home Widowed/divorced/separated 141 27 509 25 108 76 15 307 15 130 25 571 28 89 123 24 443 22 109 46 9 200 10 90 Number of People in Household 1 or 2 3 or 4 5 or more 267 52 1120 55 173 34 596 29 76 15 314 15 95 117 Main Grocery Buyer 382 74 1616 80 93 133 26 414 20 130 Representative sample of people 15+ throughout n-metro QLD - Base: n-metro QLD n=746 - Weekly Listeners n=220 Source: McNair Ingenuity Research Pty Ltd - July 2016 - www.mcnair.com.au - Job.: 1605R
PROFILE OF WEEKLY LISTENERS AND OF THE POPULATION Community Radio (15+) Total Weekly Listeners n-metro QLD s Population (15+) 2,030 Work Status Full-time Part-time Home duties Retired / pensioner Unemployed Student Occupation Professional, business manager or executive Business owner, self-employed, sales or clerical Technical, skilled, semi-skilled or manual t working Highest Level of Education Primary, Secondary or High School Some tertiary/tafe University (Bachelor or higher degree) Gross Annual Income Under $20,000 $20,000 - $40,000 $40,000 - $60,000 $60,000 - $,000 Over $,000 Value of Community Radio Very valuable Quite valuable t very valuable t at all valuable 178 34 559 28 121 92 18 393 19 95 52 10 251 12 83 115 22 538 27 81 19 4 5 80 60 12 188 9 133 79 15 254 13 115 83 16 310 15 107 107 21 388 19 111 247 48 1078 53 91 228 44 831 41 107 172 33 811 40 83 116 23 387 19 121 133 26 529 26 118 23 605 30 77 77 15 257 13 115 116 23 399 20 115 72 14 241 12 117 247 48 526 26 185 244 47 1174 58 81 23 5 262 13 38 1 0 68 3 0 Representative sample of people 15+ throughout n-metro QLD - Base: n-metro QLD n=746 - Weekly Listeners n=220 Source: McNair Ingenuity Research Pty Ltd - July 2016 - www.mcnair.com.au - Job.: 1605R
PROFILE OF WEEKLY LISTENERS AND OF THE POPULATION Community Radio (15+) n-metro QLD s Total Weekly Listeners Population (15+) 2,030 Aboriginal or Torres Strait Islander Origin Identify as lesbian, gay or bisexual Have Disabilities Physical disability Hearing impairment Sight impairment Speech impairment ne of the above Reading Difficulty Religious Faith Christianity Faith in other religion religious beliefs Lang. Other Than English Spoken in Household 33 6 96 5 120 483 53 94 10 1934 135 95 7 99 143 438 85 1825 90 94 25 5 70 3 167 74 14 295 15 93 51 10 155 8 125 63 12 267 13 92 7 1 17 1 347 67 1397 69 97 24 5 96 5 18 4 56 3 133 498 96 1974 97 99 250 49 916 45 109 43 8 143 7 114 183 35 864 43 81 39 8 107 5 160 77 15 157 8 188 439 85 1873 92 92 Representative sample of people 15+ throughout n-metro QLD - Base: n-metro QLD n=746 - Weekly Listeners n=220 Source: McNair Ingenuity Research Pty Ltd - July 2016 - www.mcnair.com.au - Job.: 1605R
PROFILE OF OCCASIONAL LISTENERS AND OF THE POPULATION Community Radio (15+) n-metro QLD s Total Occasional Listeners Population (15+) Community Radio Reach 869 43 2,030 869 2,030 Gender Men Women 448 52 7 50 104 421 48 1023 50 96 Age Groups 15-24 25-39 40-54 55+ 147 17 326 16 106 172 20 484 24 83 236 27 524 26 104 314 36 697 34 106 Marital Status Single/never married Married/partner, no children Married/partner/single, child(ren) at home Married/partner/single, child(ren) left home Widowed/divorced/separated 209 24 509 25 96 120 14 307 15 93 228 26 571 28 93 222 26 443 22 118 89 10 200 10 Number of People in Household 1 or 2 3 or 4 5 or more 480 55 1120 55 264 30 596 29 103 125 14 314 15 93 Main Grocery Buyer 702 81 1616 80 101 167 19 414 20 95 Representative sample of people 15+ throughout n-metro QLD - Base: n-metro QLD n=746 - Occasional Listeners n=369 Source: McNair Ingenuity Research Pty Ltd - July 2016 - www.mcnair.com.au - Job.: 1605R
PROFILE OF OCCASIONAL LISTENERS AND OF THE POPULATION Work Status Full-time Part-time Home duties Retired / pensioner Unemployed Student Occupation Professional, business manager or executive Business owner, self-employed, sales or clerical Technical, skilled, semi-skilled or manual t working Highest Level of Education Primary, Secondary or High School Some tertiary/tafe University (Bachelor or higher degree) Gross Annual Income Under $20,000 $20,000 - $40,000 $40,000 - $60,000 $60,000 - $,000 Over $,000 Value of Community Radio Very valuable Quite valuable t very valuable t at all valuable Community Radio (15+) n-metro QLD s Total Occasional Listeners Population (15+) 869 2,030 290 33 559 28 118 141 16 393 19 84 95 11 251 12 92 210 24 538 27 89 44 5 5 88 10 188 9 111 150 17 254 13 131 125 14 310 15 93 155 18 388 19 95 438 50 1078 53 94 373 43 831 41 105 298 34 811 40 85 198 23 387 19 121 202 23 529 26 88 240 28 605 30 93 105 12 257 13 92 216 25 399 20 125 105 12 241 12 348 40 526 26 154 473 54 1174 58 93 40 5 262 13 38 8 1 68 3 33 Representative sample of people 15+ throughout n-metro QLD - Base: n-metro QLD n=746 - Occasional Listeners n=369 Source: McNair Ingenuity Research Pty Ltd - July 2016 - www.mcnair.com.au - Job.: 1605R
PROFILE OF OCCASIONAL LISTENERS AND OF THE POPULATION Aboriginal or Torres Strait Islander Origin Identify as lesbian, gay or bisexual Have Disabilities Physical disability Hearing impairment Sight impairment Speech impairment ne of the above Reading Difficulty Religious Faith Christianity Faith in other religion religious beliefs Lang. Other Than English Spoken in Household Community Radio (15+) n-metro QLD s Total Occasional Listeners Population (15+) 869 2,030 48 5 96 5 821 95 1934 95 71 8 135 7 114 765 88 1825 90 98 33 4 70 3 133 139 16 295 15 107 69 8 155 8 103 12 267 13 92 7 1 17 1 594 68 1397 69 99 40 5 96 5 33 4 56 3 133 836 96 1974 97 99 401 46 916 45 102 72 8 143 7 114 345 40 864 43 93 51 6 107 5 120 11 157 8 138 770 89 1873 92 97 Representative sample of people 15+ throughout n-metro QLD - Base: n-metro QLD n=746 - Occasional Listeners n=369 Source: McNair Ingenuity Research Pty Ltd - July 2016 - www.mcnair.com.au - Job.: 1605R
How: Telephone interviews: Online interviews: When: Who: For whom: Weightings: More information: ABOUT THE SURVEY The National Listener Survey is a survey on the community radio listening habits of Australians. It provides invaluable feedback to community radio stations and the sector about trends, listeners and the sector itself. METHOD This research is conducted by means of an mixed-mode survey comprising both online and telephone interviewing. A single respondent database across both methods ensures and integrated balance of respondents across Australia. This report contains the results of a survey with a rolling 2 Wave representative sample of 746 people aged 15 and over throughout n-metro QLD. Total sample across Australia (2 waves): 12,501 (536 Telephone / 11,965 Online) The telephone interviews were achieved by computer assisted telephone interviewing conducted by McNair Ingenuity Research in Crows Nest NSW. The telephone sample of people were selected at random from a commercial marketing database. All interviewing was conducted by trained and accredited interviewers under constant supervision. At least 5 of interviews were validated by means of live monitoring. The online surveys were conducted with assistance from YellowSquares, using online consumer research panels. YellowSquares is an ISO20252 accredited company. All interviewing was conducted in March-June 2015 & May 2016 inclusive. This survey is a national survey of people aged 15+. Quotas are set by age, gender and location to ensure a representative sample. This research is commissioned and paid for by the Community Broadcasting Association of Australia The results of this survey are weighted to the population estimates of the Australian Bureau of Statistics (ABS) - Estimated Resident Population (ERP) - 30 June 2014, so as to bring the sample exactly into line with n-metro QLD's population distribution by these characteristics. For more information contact the Community Broadcasting Association of Australia - Email: office@cbaa.org.au - Phone: 02 9310 2999 This research was carried out in compliance with international standard for market and social research, ISO20252. RELIABILITY OF RESULTS The survey was carefully conducted using the highest possible standards at every stage of the process. The method and results are well benchmarked and validated over time. While the overall survey was conducted amongst 746 people (+/- 4 margin of error), the weekly profile of community station listeners is based one people who have listened in the last week. This is a much smaller group than the overall survey and hence the margin of error increases for these questions - 220 people (+/- 7 margin of error) While results are reported as a single figure, it is better to think of them as the mid-point in a possible range. This means that if we were to repeat this survey times, the results calculated from the total base would be within a range of +/- 4 in 95 of the surveys. All sample surveys and polls may be subject to multiple sources of variation in sampling and coverage. Furthermore results of radio surveys are also vulnerable to fluctuations such as changes in the weather from month-to-month, which can change people's listening habits. When reporting survey estimates, percentages are rounded to the nearest whole percent. Sometimes when combining or splitting groups the percentages may appear to add to a different total, due to the rounding factor. All percentages are calculated using the underlying number of respondents as a proportion of the relevant population. It is therefore incorrect to add percentage figures when combining groups. The number of respondents from each group should be added and the percentage recalculated on the total population for the combined group. INDEX* The index shows the reach of community radio in each demographic group relative to the population. If the index is, the audience for that demographic is exactly in-line with the population. If the index is over, that demographic group is relatively over-represented amongst listeners to community radio, as compared with the overall population. If the index is below, that demographic group is relatively under-represented amongst listeners to community radio, as compared with the overall population. Icons made by Freepik from Flaticon or Google Design and licensed by Creative Commons BY 3.0 Source: McNair Ingenuity Research Pty Ltd - July 2016 - www.mcnair.com.au - Job.: 1605R