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
Sebbene il cellulare sia il dispositivo più utilizzato dagli australiani per interagire con le stazioni radio e le app online, l'aumento più significativo del coinvolgimento è stato registrato tramite computer, con un aumento del 24% del tempo trascorso rispetto alle 12 settimane del 2020 che hanno preceduto le restrizioni della prima fase. Nello stesso periodo, il tempo speso per la categoria radiofonica tramite cellulare ha registrato un aumento del 14%.
Gli aumenti sostanziali attraverso i computer suggeriscono che, mentre gli australiani passano meno tempo ad ascoltare la radio durante il tragitto casa-lavoro, lo fanno mentre lavorano da casa, riempiendo il rumore bianco con i loro contenuti radiofonici preferiti piuttosto che con il rumore che normalmente si sente in ufficio o sul posto di lavoro.
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.
Complessivamente, se la categoria ha registrato una crescita dell'engagement all'inizio del 2020, questa è aumentata ulteriormente durante gli eventi del COVID-19. Gli australiani stanno esplorando nuovi modi per interagire con le loro stazioni radio preferite, i loro contenuti e i loro talenti online, adattandosi a lavorare da remoto.
Approvvigionamento:
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.
