10 things you need to know about radio in South Africa Wits Radio Conference 2015
Main sources futurefact: psychographic and media survey AMPS: All media and products survey RAMS: Radio diaries
1. The South African radio landscape
The size of the radio market in SA Total number of radio listeners 33.6 million 87% Source: RAMS Oct 14/Mar 15
There are as many radio listeners as TV viewers There are 3X as many radio listeners than Facebook users There are twice as many radio listeners than newspaper readers Source: AMPS 2014
Radio over the last 10 years ( the radio market according to RAMS) Commercial Community PBS* 2004 2014/15 2004 2014/15 2004 2014/15 Number of stations Number of stations Number of stations 19 23 104** 239** 12 13 Reach Reach Reach 48% 42% 19% 23% 74% 65% **36 individual stations reported on RAMS *PBS : All SABC African Language Stations, RSG, SAfm **66 individual stations reported on RAMS and Lotus Source: RAMS Aug/Nov 2004 & Oct 14/Mar 15
Listenership by province Limpopo North West PBS 80% Commercial 34% PBS 76% Community 26% Commercial 34% Community 28% Northern Cape Mpumalanga PBS 73% PBS 82% Community 40% Commercial 33% Commercial 29% Gauteng Community 18% Commercial 60% PBS 54% KwaZulu-Natal Community 20% PBS 70% Commercial 45% Community 14% Free State PBS 83% Western Cape Eastern Cape Community 36% Commercial 46% Commercial 29% PBS 71% PBS 34% Community 29% Community 32% Commercial 23% Source: RAMS Oct 14/Mar 15
2. Time spent listening to radio (and other activities)
On average we are spending 33% less time listening to the radio compared to 10 years ago Number of hours spent per day Total LSM 9-10 LSM 1-4 LSM 7-8 LSM 5-6 population ‘04 ‘04 ‘04 ‘04 ‘04 '14/15 '14/15 '14/15 '14/15 '14/15 4.8 3.5 5.3 3.6 4.8 3.1 4.4 2.6 4.9 3.3 hrs hrs hrs hrs hrs hrs hrs hrs hrs hrs -28% -33% -36% -40% -33% Settlements/ Cities/ large Small towns/ Metro areas rural towns villages ‘04 ‘04 ‘04 ‘04 '14/15 '14/15 '14/15 '14/15 4.7 3.4 5.0 3.4 5.3 3.4 4.9 3.1 hrs hrs hrs hrs hrs hrs hrs hrs -36% -27% -33% -37% Source: RAMS Aug/Nov 2004 & Oct 14/Mar 15
And there are differences in the age groups Number of hours spent per day on radio 16-24 Total 35-49 25-34 50+ population (15-24) ‘04 ‘04 ‘04 ‘04 ‘04 '14/15 '14/15 '14/15 '14/15 '14/15 4.9 3.3 4.9 2.9 5.2 3.3 4.8 3.4 4.6 3.4 hrs hrs hrs hrs hrs hrs hrs hrs hrs hrs -33% -41% -37% -29% -26% Source: RAMS Aug/Nov 2004 & Oct 14/Mar 15
Comparing the number of hours spent per day…. …on radio 3.40 3.40 3.30 2.90 15-24 25-34 35-49 50+ …on TV 3.22 2.49 2.13 2.01 15-24 25-34 35-49 50+ …on social media* 4.60 4.30 3.80 2.40 18-24 25-34 35-49 50+ * If they have access to the internet Source: RAMS Oct 14/Mar 15 / TAMS May 2015 / futurefact 2014
3. Listening to the language of your heart Illustration: wwwlivebreatherdiscover.com
“ If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart .” Nelson Mandela futurefact finds that there is a very strong correlation between mother tongue and what people describe as the language of their innermost thoughts (the language of the heart?). Illustration: thegirlinmirror.wordpress.com
A strong correlation between language of innermost thoughts & radio language preference 93% prefer 85% 84% English prefer radio prefer 80% Nguni Afrikaans radio prefer radio Sotho radio Language of innermost thoughts 88% 93% 85% 85% Afrikaans mother English mother Nguni language Sotho language tongue tongue mother tongue mother tongue Source: futurefact 2014
The dilemma of English: the language of the head • At the same time there is a recognition of the importance of English (the language of the head?): around 8 in 10 South Africans say: “You need to speak English well to get a good job”. • And of course, being able to speak English well enough to get that job, highlights the conflict parents face between preserving their home language (and culture) while wanting to do the best for their children by having them educated in English at school. 62% say they are concerned about the future of their own language (up from 45% in 2011) Source: futurefact 2014
Preferred language for listening to the radio 93% 85% prefer 84% English prefer prefer radio Nguni 80% Afrikaans radio prefer radio Sotho radio Also like English radio 71% 63% 69% Afrikaans mother English mother Nguni language Sotho language tongue tongue mother tongue mother tongue English comes to the fore more on TV than on radio Source: futurefact 2014
4. Digital has little impact on radio listening
Level of internet access: total population Internet access* 15.7million 42% No internet access 22million 58% *Internet access = accessed the internet in the past 4 weeks Source: AMPS 2014
Commercial radio more likely to have to take digital into account base: accessed the internet in the past month No internet 39% acces 56% 58% 65% Internet 61% access 44% 42% 35% Total radio Commercial Community PBS radio radio Source: AMPS 2014
Traditional methods of listening to the radio far prevail over digital devices 18-24 37% 78% 25-34 25% 35-49 14% 50+ 3% 35% 19% 1% Normal radio set/ Car radio Cell phone/ tablet Computer/ laptop Hi fi Devices have some impact on downloading podcasts With a tablet: 15% With a PC: 9% Access to more devices encourages radio listening and With a smartphone: 6% doesn’t detract from it. Source: futurefact 2014
But streaming radio is relatively low Base: have access to the internet Regular activities Download music Stream radio 74% 58% 52% 39% 14% 7% 7% 6% 5% 4% Total 18-24 25-34 35-49 50+ Source: futurefact 2014
5. Need for media as a corruption fighter - with responsibility and balance
The media perform a balancing act… People want them to be corruption fighters for politics & business… but expect them to be trustworthy 2% 3% 4% Don't know Not sure 17% 18% 17% Disagree 35% 35% Disagree Agree a little 81% 45% 44% Agree Agree a lot It is the duty of I think the media in Journalists often the media to South Africa are harm people's expose much too negative reputations corruption about South Africa - because they don't among they don't show the check their good things that are information politicians and happening sufficiently business people Source: futurefact 2014
Corruption in SA Corruption levels are so high in SA that I have lost hope about stopping it 78% BUT…9 out of 10 South Africans 91% 77% believe initiatives like Crime Line, and whistle-blowing are a good idea and around 8 out of 10 support Lead SA Crime Line Lead SA Source: futurefact 2014
6. Trust and confidence in journalists and commentators
Trust and confidence in the media growing Attacks on media result in greater trust in journalists Trust and confidence scores increasing Also for satirists and comedians FAR higher than for the P’s: President, Parties and Politicians.
Confidence scores Media 400 score 300 214 200 171 144 100 0 Journalists Political commentators Comedians and cartoonists -100 To put this in perspective: - ANC = 120 - Thuli Madonsela = 262 -200 - ConCourt = 288 - SAPS = 152 - Jacob Zuma = -6 Source: futurefact 2014
Confidence scores The digital space Total pop Connected Not connected score 400 278 300 233 200 151 95 100 0 -0.5 -70 -100 -200 Social media like Facebook & Twitter The Internet Source: futurefact 2014
7. A brand status and conscious society
Brands are important to radio listeners and often define who they are (regardless of whether they listen to commercial, community or PBS radio) 68% 63% 58% 57% 57% It is important to The best way to The more The brand name Brands are buy the right see how expensive a is the most important to brands to create successful brand is the important thing to reflect who I am the right someone is, is better it will be me when I am as a person impression through their buying a product possessions Source: futurefact 2014
Shopping – the behaviour and retail therapy of radio listeners 89% 82% 72% 62% When I shop I I always try to shop There are shops I I'm a person who carefully check prices where I know prices avoid because of their loves to shop are cheapest bad service Source: futurefact 2014
The power of advertising: no significant differences among different types of radio listeners 65% 64% 61% 59% If a company I'll often buy a new I am more likely to If a brand does not sponsors a sport I am brand to see what it's buy brands that I see seem to speak to me, really interested in I like or hear advertised then I will not use it - am more likely to even if the product or support them by service meets my buying their products needs Source: futurefact 2014
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