Media Central March Listener Survey - Adworld.ie
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Media Central March Listener Survey In the field: 24th – 25th March 2020 Objective: 1. Gauge consumer sentiment in Ireland during COVID 19 pandemic 2. Analyse changes in listenership behaviour since COVID 19 outbreak Number of Respondents: 6,335 Format: Online survey across Today FM, Newstalk, 98FM, SPIN1038 & SPIN South West.
Introduction: Consumer Sentiment and Habits since the outbreak of COVID-19 The full impact of Covid-19 on our economy is still untold but what is clear is that it will have a hugely negative effect on almost all businesses and sectors across the country of Ireland. Given that Radio is an incredibly responsive and trusted medium. We felt it was only right that we utilise these strengths to provide some insight on the market for the companies we work with to assist in the tough decisions that lie ahead and allow them to find the opportunities in the market. This is why we commissioned this piece of research which received 6,000+ responses over a 48hr period on the 24th & 25th March. Across all our stations, the programming teams are working hard to keep Ireland informed, entertained and most importantly be a source of trust. Radio is one of most accessible and trusted mediums in which people have and will continue to turn to in these uncertain times.
TRUST
68% of people in Ireland trust radio*
“Our journalists and broadcasters who are helping us inform
and educate the public”
“Please rely only on information from trusted sources, from
Government, the HSE, the World Health Organisation and from the
National Media”
Taoiseach Leo Varadkar
St. Patrick’s Day Address
17th March, 2020
* Eurobarometer study 2019Radio Listenership Update
Since the outbreak, Communicorp Media radio has seen
significant listenership growth.
Reach has grown by 34%
People are listening 45% longer
Generating a 44% increase in listening
App downloads have grown by 47%
Plus 54% increase in smart speaker listening
Based on all digital listening across Communicorp Media Stations
23rd -29th March vs Average Week in Feb ‘20 (During GE2020)March Listener Survey Consumer Insights
Key Point Summary
While some behaviours A majority (87%) continue to grocery shop instore, but we have
are continuing as seen online now highest among older consumers (55+).
before, this promises 60% of all consumers are saying that the current situation will
to bring about many likely see them change their shopping habits and shop online
changes more in general
40%
Many consumers are reviewing their finances and providers – in
It is a time of threat and mobile (11%), insurance (10%) and gas electricity (9%), about 1
opportunity in 10 is actively considering switching supplier at the moment,
higher again among those 35-54
It remains important to 40%
keep communicating – Media engagement is high at the moment – on radio, people
consumers are have increased their listening with almost 78% of people are
listening more than listening the same or more to live radio
ever
40%
And even in tough 73% of people surveyed are still open to charity donations – in
addition to some of the usual popular organisations (Alone, Irish
times, Irish people Cancer Society) lots of people are also talking about helping
remain open to giving frontline healthcare workers (e.g. feed the heroes)
40%Are you listening to 45%
more or less live 40%
39% 39%
40%
35% 40%
radio? 30%
25%
22%
People are listening more than 20%
ever to radio 15%
Almost 8 in 10 are listening to as much or more live 10%
radio than ever during this period. This is higher again
5%
among those 35-54, so it is a time when the nation is
0%
listening closer than ever More The same Less
30%Retail - Grocery
100%
How are you 90% 87%
40%
80% 40%
currently managing 70%
60%
your food shop? 50%
40%
Most still going in-store 30%
20%
A majority report still going in store for their food shop,
10%
although we have seen a higher proportion of older 10%
3%
people (55+) ordering online (14%) 0%
Click and collect Going in store Ordering online
30%Retail - Grocery
15%
Where are you
40% 40%
shopping?
45%
Could the top up shop become more
prominent as consumers movement
is restricted
The results show that the overwhelming majority still shop 40%
with the large multiples, Tesco 37%, Aldi 30%, Supervalu
29%, Lidl 24%, Dunnes 23%, Centra 12%
30%
Local Shop Mixture of Both SupermarketRetail Habits
70%
Is the current situation 60%
likely to change your 40%
60%
40%
50%
shopping habits and see 40%
40%
you shop online more? 30%
20%
We may see lasting change
10%
A majority feel that they are going to shift their shopping online
more. While this is most pronounced among younger age 0%
Yes No
groups and in Dublin, even among those 55+ over 40% say
they are likely to shop more online
30%Online Retail
Are you continuing 40% 11%
40%
to shop online?
Yes
No
Business continues online
The vast majority are continuing to spend online, the
leading categories for spend being clothing and 89%
accessories (54%), cosmetics/beauty/hair (24%) and
stationary/books/wholesale (19%)
30%Are you currently 12%
11%
considering 10%
40%
10%
40% 9%
switching provider? 8%
6%
Risk and opportunity in 4%
customer churn
Across categories, about 1 in 10 are actively looking 2%
to switch provider. With many squeezed financially,
0%
some are looking around for a better deal – both a
Mobile Insurance Gas/electricity
threat and an opportunity for many businesses.
30%Likelihood to 16%
switch provider –
15%
14%
40% 12% 40%
mobile customers 12%
10%
11%
9%
8%
1 in 7 of those aged 35-44 are 6%
likely to consider switching
4%
2%
At 15%, Eir customers are most likely to switch. For all
providers, those aged 35-44 are those most looking 0%
to switch – 15% across providers compared to 11% Eir Vodafone 3 Other
for the full population
30%
Total 18-24 25-34 35-44 45-54 55+
11% 9% 12% 15% 12% 14%Likelihood to 14%
switch provider – 12%
40% 40%
12%
11% 11%
insurance 10%
9%
8%
6%
35-44’s reviewing provider
choice most 4%
About 1 in 10 looking to switch overall, but this rises 2%
among young to mid families in particular, with 15% of
0%
the 35-44 age group likely to switch Business Home Car Health
30%
Total 18-24 25-34 35-44 45-54 55+
10% 6% 10% 15% 12% 11%Likelihood to Energia
0% 2% 4% 6% 8% 10% 12% 14% 16%
16%
18%
switch provider – SSE Airtricity
40% 40% 13%
gas/electricity Pre Pay Power 12%
Pinergy 11%
1 in 6 of those aged 35-54 are
likely to consider switching Electric Ireland 8%
Electric Ireland and Bord Gáis customers are least Bord Gáis 8%
likely to switch their gas/electricity provider, with
Other 7%
Energia and SSE Airtricity customers keenest to
change. 30%
Total 18-24 25-34 35-44 45-54 55+
9% 3% 9% 17% 17% 14%In these challenging
times would you
27%
consider donating to a
40% 40%
charity?
3 in 4 still open to
donating
While some people have said they are too squeezed 73%
themselves at the moment to donate, a majority are still willing
to give money. This included a range of charity types, with lots
of mentions for some of the most popular charities such as
Alone and the Irish Cancer Society. However, we also saw a 30%
Yes No
lot of mentions for people willing to help the frontline HSE
workers, including #feedtheheroesThank you For more information please contact your account manager OR andy.macken@mediacentral.ie
You can also read
