DIGITAL RADIO USAGE IN SWITZERLAND Trend analysis,, SwissRadioDays, Zurich, 30th August Manuel Kollbrunner, GT DigiMig digital migration Working Group, 1
Switzerland is listening to digital radio more and more Digital radio is on the march. 63% of radio usage is already digital Radio use (in %) according to type of reception 49% 53% 54% 57% 61% 63% Digital Digital Digital Digital Digital Digital Analogue 51% 47% 46% 39% Analogue Analogue Analogue Analogue Analogue 37% Source: GfK Switzerland, DigiMig survey, N(/2)= 2 453, N(/1)= 2 526, N(/2) = 2 531, N(/1) = 2 504, N(/2)=2 519, N (/1)=2 673 2
Switzerland is listening to digital radio more and more and DAB+ is the major driver of this development. It already accounts for of radio usage Radio usage volumes (in percent) according to type of reception 29% 23% 32%* 51% 47% 46% 39% 37% Since spring radio usage via TV (6% of total usage) has been assigned in full to the internet/digital category Source: GfK Switzerland, DigiMig survey, N(/2)= 2 453, N(/1)= 2 526, N(/2) = 2 531, N(/1) = 2 504, N(/2)=2 519, N(/1)=2 673 *Significant change compared to the previous survey 3
Radio usage according to language region DAB+ is gaining popularity in the latin part of Switzerland. In the german part DAB+- is stable Language region Radio usage (in percent) according to type of reception and language region 29% 33% * 33% 36% 35% 19% 23% 29% 18% 20% 20% 22% 22% 29%* 52% 46%* 45% 36% 48% 49% 45% 39% 52% 52% 52% 50% 51% 41%* *Significant change compared to the previous survey Source: GfK Switzerland, DigiMig survey, N(/2)=2 453, N(/1)=2 526, N(/2)=2 531, N(/1)=2 504, N(/2)=2 519, N(/1)=2 673; (N[DS, /1]=1 603, N[SR, /1]=763, N[SI, /1]=307) 4
KEY MESSAGES Switzerland is going digital 63% Digital +14 in 2 1 / 2 years of the total" is DAB+ <40% FM in all language regions 73% of young people use digital 66% of DAB+ usage takes place at home of in-car usage is DAB+ 5
Radio use according to usage location The majority of radio usage (66%) takes place at home and at the workplace (16%) Usage location Radio usage (in percent) according to type of reception and usage location At home 66% Work 16% Car Sport On the move 57% 10% Total radio usage using stationary and mobile devices is shown according to usage location Other location Source: GfK Switzerland, DigiMig survey, N(/1) = 2 673 6
Radio usage according to usage location an here DAB+ has the same importance as FM reception Radio usage (in percent) according to type of reception and usage location -14 At home +10 +4 32% Usage location Change cf. /2 Work -13 +6 +7 35% 32% 32% Car -12 +10 61% The majority of DAB+ usage (two-thirds of total DAB+ use) takes place at home Sport On the move 57% Use in the car: the DAB+ share increased by 10% compared to autumn and now accounts for of radio listening in the car. Other locations Source: GfK Switzerland, DigiMig survey, N(/1) = 2 673 7
Radio usage according to the device Vier Fünftel der Radionutzung findet nach wie vor auf stationären Geräten statt, 53% auf klassischen Radiogeräten Device Radionutzung (in Prozent) nach Gerät & Empfangsart Klassisches Radiogerät Autoradio Internet-Radiogerät Smartphone TV Tragbares Radiogerät PC/Laptop Tablet Andere mobile Radiogeräte 10% 9% 9% 6% 4% 5% 53% 81% der Radionutzung geschieht mit stationären Geräten, 19% mit mobilen Geräten. Die mobile Radionutzung hat sich in zweieinhalb Jahren nur unwesentlich entwickelt (+2PP gegenüber Herbst ) Source: GfK Switzerland, DigiMig survey, N(/1) = 2 673 8
Radio usage according to the device bei diesen Geräten macht DAB+ bereits 44% aus Device Radionutzung (in Prozent) nach Gerät & Empfangsart Klassisches Radiogerät 50% 44% 6% 6 Autoradio 65% 1 Internet-Radiogerät 35% 59% 10 Smartphone TV Tragbares Radiogerät PC/Laptop Tablet Andere Mobile Radiogeräte 82% 14 100% 11 1 100% 5 4 4 Vergleicht man die absoluten DAB+ Nutzungsvolumina, sieht man, dass der Löwenanteil der DAB+ Nutzung (2/3 der DAB+-Nutzung insgesamt) mit klassischen, stationären Radiogeräten generiert wird. Nutzung Autoradio: Der DAB+ Anteil hat gegenüber Herbst um 10PP zugenommen und macht mittlerweile des Nutzungsvolumens auf diesem Gerät aus. Source: GfK Switzerland, DigiMig survey, N(/1) = 2 673 9
Radio usage according to age Digital radio is gaining popularity among all age groups and is higher than 50% in all groups Age Radio usage (in percent) according to type of reception and age group 40%* 42% 33%* 41% 20% 15% 18% 15% 18% 19% 42% 22% 22% 36% * 37% 36%* 32% 21% 51% 46%* 48% 42%* 29% 40% 35% 55% 32%* 53% 51% 37%* 48% 36% 46% *Significant change compared to the previous survey Source: GfK Switzerland, DigiMig survey, N(/2)=2 453, N(/1)=2 526, N(/2)=2 531, N(/1)=2 504, N(/2)=2 519, N(/1)=2 673; (N[15-34, /1]=730, N[35-54, /1]=983, N[55+, /1]=960) 10
Radio usage according to gender IP-usage of men is growing significantly Gender Radio use (in %) according to type of reception and gender * 33% 33% 23% 33%* 35% 49% 47% 45% 44% 41% 36%* 53% 48%* 48% 42%* *Significant change compared to the previous survey Source: GfK Switzerland, DigiMig survey, N(/2)=2 453, N(/1)=2 526, N(/2)=2 531, N(/1)=2 504, N(/2)=2 519, N(/1)=2 673; (N[m, /1]=1 354, N[w, /1]=1 319) 11