New research has revealed that radio remains the most popular entertainment choice on the road, with Aussie commuters largely overlooking music streaming options that have been introduced in cars.
According to GfK’s Australian Share of Audio study, radio accounts for 80 per cent of in-car listening, followed by owned music such as CDs and downloads (12 per cent), while three per cent of listening is going to Spotify, Apple Music, Pandora.
Among people who listen to audio in the car, the average daily time spent listening to radio is one hour and 11 minutes, compared to three minutes for music streaming services.
The research also revealed that live Aussie radio accounts for 64.9 per cent of all audio listening, followed by owned music at 13.0 per cent, streaming services (Spotify, Apple Music and Pandora) at 9.2 per cent, online music videos at 3.7 per cent, podcasts at 3.5 per cent, other audio at 2.6 per cent, TV music channels at 2.1 per cent, an non-Aussie radio at 0.9 per cent.
Furthermore, radio is the number one audio platform for all demographics.
Commercial Radio Australia (CRA) chief executive Joan Warner said the research findings are a reminder of the strong attachment consumers have with radio.
“In-car technology will continue to evolve, but radio still has a central place on the dashboard because it’s a core part of the driving experience and the daily commute,” she said.
Tony Kendall, CEO of Australian Radio Network and chair of CRA’s marketing and brand committee, said the research would dispel myths about the reach of global competitors.
“No other audio platform comes close to local radio in terms of reach and time spent listening, and that’s a message the industry is taking to advertisers and agencies,” he said.
The radio industry has also launched an integrated on-air and trade marketing campaign to promote radio on the back of the research, which includes a four-week Media i campaign using 220 screens in more than 60 media agencies across the five metropolitan capital cities.