As many Australians have spent almost three months working from home, Nielsen Digital Content Ratings data indicates that many are using digital to stay connected to their favourite radio stations, programs and content. Since the Australian government first announced stage one restrictions back in March 2020, we have seen an 18% increase in the time that Australians spend on radio sites.1
While mobile is the most favoured device for Australians to engage with radio stations and apps online, the most profound increase in engagement has been seen via computers, with a 24% increase in time spent when compared to the 12 weeks of 2020 leading up to the stage one restrictions. Time spent for the radio category via mobile saw a 14% increase for this same period.
Substantial increases via computers suggest that as Australians may be spending less time listening to their radio whilst commuting to and from work, that they are doing so as they work from home, filling in the white noise with their favourite radio content rather than the noise that they will normally experience at their usual office or workplace.
This is evident, as we see the increases coming most specifically during weekdays. Compared with the 12 weeks of 2020 leading to the stage one restrictions, Australians are spending 27% more time on radio sites and apps on weekdays. During this same period, there has been a slight decrease of 4% for time spent during the weekend.3
Increases have been seen across all age groups aged 35+, with an overall increase of 32%. The most profound increases were seen for people aged 55+, who have spent 37% more time engaging with radio content online during this period.
While we have seen substantial increases in engagement for the radio category since the beginning of the pandemic, this is in addition to a category which has seen substantial increase in engagement when compared to last year and when compared to the same period last year (week 13-23). In fact, Nielsen data shows an increase of 44% in total time spent on radio sites for all consumers demographics.
Overall, while the category was experiencing a growth in engagement throughout early 2020, this has increased even further throughout the events of COVID-19. As Australians explore new ways to engage with their favourite radio stations, content and talent online, while adapting to work remotely.
Sourcing:
1Source: Nielsen Digital Content Ratings, Weekly Tagged, WC 23/03/20 – WC 01/06/20, vs WC 30/12/19 – WC 16/03/20 (for comparison),2GB 873AM, 3AW, 4BC, 6PR, 91.7FM Wave, 97.3 Coastlive.com.au, ABC Radio Websites, Fiveaa.com.au, KIIS Network, Nova Goat, Nova Network, Pure Gold Websites, SBS PopAsia, SBS Radio, Schwartz Media 7am, Smooth, Star 104.5 FM, The Edge 96.1, People 2+, Digital (C/M), Mobile, Computer, Total Time Spent, Text.
2Source: Nielsen Digital Content Ratings, Weekly Tagged, 23/03/20-03/05/20, vs 10/02/20-22/03/20 (for comparison), 2GB 873AM, 3AW, 4BC, 6PR, 91.7FM Wave, 97.3 Coastlive.com.au, ABC Radio Websites, Fiveaa.com.au, KIIS Network, Nova Goat, Nova Network, Pure Gold Websites, SBS PopAsia, SBS Radio, Schwartz Media 7am, Smooth, Star 104.5 FM, The Edge 96.1, P35-44, P45-54, P55-65, P65+, Digital (C/M), Total Time Spent, Text.
3Source: Nielsen Digital Content Ratings, Weekly Tagged, 23/03/20-03/05/20, vs 10/02/20-22/03/20 (for comparison), 2GB 873AM, 3AW, 4BC, 6PR, 91.7FM Wave, 97.3 Coastlive.com.au, ABC Radio Websites, Fiveaa.com.au, KIIS Network, Nova Goat, Nova Network, Pure Gold Websites, SBS PopAsia, SBS Radio, Schwartz Media 7am, Smooth, Star 104.5 FM, The Edge 96.1, P2+, Digital (C/M), Computer, Mobile, Total Time Spent, Text.
