Aussies Spend 18% More Time on Radio Sites – People 55+ Drove Growth

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

虽然移动设备是澳大利亚人在线使用广播电台和应用程序最常用的设备，但通过电脑使用广播电台和应用程序的人数增幅最大，与 2020 年第一阶段限制前的 12 周相比，电脑使用广播电台和应用程序的时间增加了 24%。在同一时期，通过手机参与广播类别的时间增长了 14%。

电脑收听率的大幅增长表明，澳大利亚人在上下班途中收听广播的时间可能会减少，但他们在家中工作时收听广播，用自己喜欢的广播内容来填补白噪声，而不是在通常的办公室或工作场所收听广播。

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.

总体而言，在整个 2020 年初，该类别的参与度都在增长，而在 COVID-19 期间，参与度则进一步提高。澳大利亚人正在探索新的方式，与他们喜爱的广播电台、内容和人才进行在线互动，同时适应远程工作。  

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