This document discusses research on online music audiences in several countries. It summarizes current knowledge about the UK radio market and notes a "ticking time bomb" of declining youth audiences. Phase 1 will measure national audio consumption patterns through online surveys in multiple countries. Phase 2 will establish online communities for in-depth qualitative research and real-time behavioral measurement of music consumption across key consumer segments identified in Phase 1. The research aims to understand international trends in how online audiences discover and consume music.

1. Specialists in Online Audience Research
What we currently know about the UK market for radio
The “ticking time-bomb” of youth audiences
What we’re about to find out internationally

2. What we currently know about
the UK market for radio

4. The UK Population
Discovering New Music - Top 12 Sources
Hearing a song on the radio or a DJ recommending it
Seeing music on TV
Word of mouth in person or over the phone
From a video streaming website
From online stores like iTunes or Amazon
Seeing an advertisement on TV
Word of mouth via email or messenger app
Music shops/Supermarkets
Hearing an advertisement on the radio
Online search via Search Engine
Concert/Gigs
A streaming service like Spotify or We7

5. The UK Population
Time Spent Listening To Music By Device, Per Day

6. The “ticking time-bomb” of
youth audiences

8. 14-19 year olds
The UK Population
Discovering New Music - Top 12 Sources
From a video streaming website
Word of mouth via Social Media
Hearing a song on the radio or a DJ recommending it
Word of mouth in person or over the phone
Seeing Music on TV
Concerts/Gigs
From online stores like iTunes or Amazon
A streaming music service like Spotify or We7
Word of mouth via email or messenger app
Online Search via a Search Engine
Seeing an advertisement on TV
Music Magazines

9. The UK Population
Discovering New Music
Time Spent Listening To Music By Device, Per Day
Time Spent Listening To Music
By Device, Per Day

10. What “older people” have been saying in our online communities
have been saying

11. The Older (20+ yrs) Perspective
Radio is very much alive and well.
Though being consumed in different ways and with different technologies the fundamental appeals of
radio are as strong as ever (a source of information and entertainment that one can enjoy as
background to other activities and on the move).
Radio remains a source of company/contact with others. Whatever the means of delivery, the
common view was that this aspect would never be replaced.
Radio was considered to be very effectively adapting to new technologies. Access to stations across
the globe via the Internet was seen as an exciting and significant modern development.
“I’ve always listened to the radio. I can’t “I think radio has done well to adapt to the 'digital'
imagine life without it. Somewhere on era - it's embraced it and therefore radio will remain
the radio you’ll find what you’re in the popular - I can't see it being phased out or dying -
mood for – any kind of music, drama, radio caters for everyone and I can't see another
whatever…it’s a constant companion.” form of entertainment replacing it. I listen to music
via Spotify and Last.FM but I still listen to radio - it
complements it rather than competes against”
“Radio’s adapting by internet streaming, “There’s something about listening to the radio
DAB and by providing radio channels on that is special and real time. I see no reason at all
TV sets. They’re also using social media that radio will start to die. It’s still a very ‘mobile’
to stay relevant to their audience.” way of listening to music.”

12. The Younger (14-19 yrs) Perspective

13. The Younger (14-19 yrs) Perspective

14. A World Of Music
What’s Really Happening Out There?

15. What We Are About To Do...
Behavioural Consumer Research Across Key Territories:
UK USA Sweden Germany France South Korea
Phase 1:
National Measures Of Audio Consumption.
2,500 online interviews will be conducted in each territory.
In each territory, the sample will be statistically and demographically representative of the total
population above the age of 13 years.
Method:
Phase 2:
Audiencenet Online Communities .
In each territory, bespoke online communities will be established for the purpose of:-
a) in-depth qualitative research and
b) behavioural measurement in relation to music/audio consumption in real-time.
The communities will be representative of the key consumer segments as determined in Phase 1.

16. www.audiencenet.co.uk