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
Embora o celular seja o dispositivo preferido dos australianos para interagir com estações de rádio e aplicativos on-line, o aumento mais profundo no envolvimento foi observado por meio de computadores, com um aumento de 24% no tempo gasto em comparação com as 12 semanas de 2020 que antecederam as restrições da primeira fase. O tempo gasto na categoria de rádio via celular registrou um aumento de 14% no mesmo período.
Os aumentos substanciais por meio de computadores sugerem que, como os australianos podem estar passando menos tempo ouvindo rádio durante o trajeto de ida e volta para o trabalho, eles estão fazendo isso enquanto trabalham em casa, preenchendo o ruído branco com seu conteúdo de rádio favorito, em vez do ruído que normalmente experimentam em seu escritório ou local de trabalho habitual.
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.
No geral, embora a categoria estivesse experimentando um crescimento no engajamento no início de 2020, isso aumentou ainda mais durante os eventos da COVID-19. À medida que os australianos exploram novas maneiras de se envolver com suas estações de rádio, conteúdo e talentos favoritos on-line, enquanto se adaptam ao trabalho remoto.
Fornecimento:
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.
