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95% of Irish people listen to radio every day with two thirds tuning in for 2 or more hours every day–IBI Survey

Tuesday, 5th April 2011: Radio continues to hold a special place in the lives of Irish people despite the growth in personal music devices such as ipods, mp3 players and internet usage. This is the first comprehensive research of radio attributes in Ireland which has been commissioned by the Independent Broadcasters of Ireland (IBI).

Details of the survey, which was conducted on-line amongst 1000 adults across Ireland in the past week by Direction Research were presented at the IBI Annual Conference today.

Among the findings of the survey were:

  • 95% of respondents listen to radio every day, with two thirds (66%) tuning in to radio for two or more hours every dayWith the multiplicity of mobile devices, increasing numbers are listening while travelling to and from work, school or college every day.  73% listen on their way to work, school or college while 60% listen to radio on their way home
  • 70% listen at home during the week and 28% while at work, school or college
  • 71% say listening to radio helps to alleviate the stress of the daily commute
  • 73% listen to radio for music, 56% for news and information and 36% highlight companionship as the reason they listen to radio
  • 90% of respondents said they trusted radio as a source of information
  • The connection between radio and its listeners remains strong.  40% have telephoned a radio station; 60% have sent a text message; 32% have emailed
  • 69% are using internet services while listening to the radio at home
  • 6 in every 10 people will be prompted to look something up on the internet by hearing the topic being discussed on radio
  • 66% have visited a radio station’s website and 32% have visited a radio station’s facebook page
  • 31% visit a station’s website once a week while 43% have visited a radio station website to learn about or enter a competition

Scott Williams, Chairman of the Independent Broadcasters of Ireland said; “This survey confirms the strength of Irish radio and its dominance as an important source of both information and entertainment for the Irish public.   Despite the plethora of new media devices, the love affair between Irish radio and the listening public continues.  95% of these people listen to the radio every day, with two thirds tuning in for two or more hours on a daily basis.  Radio is perceived as offering the human touch, helping to shape the moods and rhythm of the day”.

“However the most important aspect of this survey is that it confirms the complementary nature of radio and the internet.  Social media is proving to be a valuable new channel for conversation about the content heard on traditional media.  We are seeing people listening to radio while online and are being prompted to act by what they hear.  The power of radio to drive people online to search for products or information is hugely significant for advertisers and highlights the importance of integrating radio and online advertising campaigns.

“Radio stations have been quick to recognise the potential of the internet and social media and we must continue to capitalise on the growth opportunities it presents for our sector”.

The IBI Annual Conference was sponsored by the Irish Music Rights Organisation (IMRO) and was attended by 100 independent radio broadcasters, managers and station owners.   Speakers at todays event included; Peter McPartlin from Carat Ireland Duncan McKie – President, Foundation Assisting Canadian Talent on Recordings (FACTOR), Shain Shapiro – UK and Europe, Canadian Independent Music Association Peter Stone, Riviera Media Group, and Sean Gallagher, Speaker and Dragon’s Den panelist.

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