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Community Radio National Listener Survey 2010

Community Radio National Listener Survey 2010.

kevyn-lucas
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Community Radio National Listener Survey 2010

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  1. Community Radio National Listener Survey 2010 4,433,000 people listen to community radio in a typical week. This is 26% of Australians aged 15+. More than 9 million people (54%) listen in a typical month. These are the latest results from the fourth community radio National Listener Survey – conducted every second year since 2004. After four surveys community radio audiences remain strong and well up on the 2004 and 2006 results. Over the same period overall radio listening has followed the same pattern, indicating that irrespective of the slight dip in the most recent results, community radio listening has grown as a proportion of overall radio audience in the long term. Overall, 70% of Australians aged 15+, are aware of community radio. People who listen to radio in an average week or month are more likely to be aware of community radio than the general population. When identifying listening patterns to community radio, ABC/SBS and commercial radio, significant exclusive audiences are revealed. *To ensure comparability over time, all four surveys were undertaken at the same time of the year, using largely the same sampling process amongst over 5,000 people each year and the same telephone survey method. *83% of Australians aged 15+ listen to some radio in the course of a typical week.

  2. Community Radio National Listener Survey 2010 Exclusivity – people that can only be reached by Community Radio In an average week, of all people aged 15+ throughout Australia (17,304,000 people): - 1,398,000 people, or 8%, listen to community radio but not commercial radio - 2,026,000 people, or 12%, listen to community radio but not ABC/SBS radio - 640,000 people, or 4%, listen to community radio exclusively, that is, listen to community radio but not commercial radio or ABC/SBS radio 33% of community radio listeners in an average week do not listen to commercial radio and 48% do not listen to ABC/SBS radio. 14% of community radio listeners do not listen to either commercial radio or ABC/SBS radio. In other words, almost 1 in 7 community radio listeners are exclusive listeners. For those interested in airtime sales, nearly 1.4 million people who exclusively listen to community radio and ABC/SBS can only be reached through community radio. Overlapping Radio Audiences Weekly Total Listen to Community Radio 4,433,000 Listen only to Community Radio 640,000 Listen to Community & ABC/SBS Radio 758,000 Listen to Community & Commercial Radio 1,387,00 Listen to Community & Commercial & ABC/SBS Radio 1,648,000 Listen only to Commercial Radio 4,651,000 Listen only to ABC/SBS Radio 2,036,000 Listen to Commercial & ABC/SBS Radio 3,162,000 Total Listen to Commercial Radio 10,848,000 Total Listen to ABC/SBS Radio 7,605,000 detailed results available at www.cbonline.org.au

  3. Community Radio National Listener Survey 2010 Reasons for Listening to Community Radio Nationally, the key reasons for listening to community radio are that they have ‘local information/local news’ and that they have ‘specialist music programs’.Listeners aged 15-39 really value the “Australian music / local artist” on Community Radio. For non-metro listeners, “local information/local news” is easily the most cited reason, followed by other statements with a “local” emphasis. For metropolitan listeners “specialist music programs” and “programs not available elsewhere / I hear something that I don’t hear anywhere else” are the most frequent reasons. • Time spent listening to Community Radio • Nationally, listeners to community radio in an average week spend 7.1 hours listening to community radio per week. Older people aged 55+ listen the most to community radio, averaging 10.1 hours per week. Followed by people aged 40-54 with an average 6.7 hours per week, people aged 15-24 and people aged 25-39 average 5.5 and 5.4 hours • per week respectively. • Non-metro listeners are also likely to listen to community radio for longer, with the time spent listening in non-metro areas averaging 9.2 hours compared to 6.1 hours per week for metro areas. The Northern Territory is the State/Territory with the highest level of listening time with 8.5 hours per week. Western Australia and South Australia also have high levels of listening time, averaging 7.6 hours and 7.5 hours per week respectively. • The ACT has the least listening time averaging 5.7 hours per week. • Listener Demographics • Community radio draws its audience from a wide cross section of the community with a reach of at least 18% of most demographic groups tuning in to community radio during a typical week. For example, 27% of part-time employed people and 27% of people whose annual gross income is over $60,000, listen to community radio during a typical week. 29% of people who regularly speak a language other than English in their household listen to community radio during a typical week, although this is likely to be understated as the survey is only conducted in English. • Looking at the demographic profile of the weekly community radio audience, 53% are men and 47% are women. 18% are aged 15-24, 25% aged 25-39, 28% aged 40-54 and 29% are aged 55 or over. 45% are engaged in full-time work and 20% in part-time work. Comparisons by State, city and non-metro areas of these groups against the population are shown in the Fact Sheets appended to this report.

  4. Community Radio National Listener Survey 2010 NT 72,000 (43%) QLD 866,000 (25%) SA 391,000 (30%) WA 542,000 (31%) NSW 1,462,000 (26%) ACT 44,000 (16%) Vic 934,000 (22%) Tas 122,000 (30%) Survey Highlights Western Australia Professionals, managers, executives and farmers’ average weekly listening to community radio has increased from 98,000 to 163,000 People with an annual gross income of over $60,000’s average weekly listening to community radio has increased from 131,000 to 192,000 Non-Metro Western Australia People aged 15-24’s listening to community radio has increased from 31,000 to 43,000 in an average month Northern Territory Listeners to community radio has increased from 66,000 to 72,000 in an average week, and from 112,000 to 120,000 in an average month Non-Metro Queensland People with an annual gross income of over $60,000’s average weekly listening to community radio has increased from 66,000 to 75,000 Perth Listeners to community radio has increased from 365,000 to 475,000 in an average week, and from 743,000 to 812,000 in an average month People who are employed full-time’s average weekly listening to community radio has increased from 163,000 to 220,000 Professionals, managers, executives and farmers’ average weekly listening to community radio has increased from 79,000 to 155,000 Brisbane Other white collar workers average weekly listening to community radio has increased from 83,000 to 114,000 Sydney Listeners to community radio has increased from 772,000 to 861,000 in an average week, and from 1,708,000 to 1,852,000 in an average month Women who listen to community radio has increased from 358,000 to 424,000 in an average week, and from 766,000 to 875,000 in an average month People who consider themselves to be of a Christian faith’s average weekly listening to community radio has increased from 467,000 to 615,000 Adelaide People aged 15-39’s listening to community radio has increased from 168,000 to 180,000 in an average week Professionals, managers, executives and other white collar workers’ average weekly listening to community radio has increased from 144,000 to 153,000 People with an annual gross income of over $60,000’s average weekly listening to community radio has increased from 42,000 to 52,000 South Australia People aged 15-39’s listening to community radio has increased from 201,000 to 218,000 in an average week Canberra Professionals, managers, executives and farmers’ average weekly listening to community radio has increased from 12,000 to 20,000 Non- Metro South Australia People aged 15-24’s listening to community radio has increased from 13,000 to 17,000 in an average week Melbourne Ninety seven percent (97%) of Community Radio Listeners rated Community radio as a very or quite valuable service to the Australian community. Tasmania Women who listen to community radio has increased from 47,000 to 62,000 in an average week, and from 113,000 to 126,000 in an average month People who are employed full-time or part-time’s average weekly listening to community radio has increased from 59,000 to 72,000 Detailed fact sheets for each state, capital city and non-metro area available at www.cbonline.org.au Hobart Professionals, managers, executives and farmers’ average weekly listening to community radio has increased from 7,000 to 19,000 *Produced as part of CBOnline, a project managed by the CBAA *Produced with the assistance of the Department of Broadband, Communications and the Digital Economy through the Community Broadcasting Foundation

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