As the continuation of the previous research 2010, 2013 and 2016 on the radio listening behavior, this study continues to investigate and analyze audience’s radio listening behavior, their satisfaction with programs and advertisements, and their expectation and suggestions for the future radio industry to attract listeners continuously. Coupled with questionnaires, qualitative research such as in-depth interviews and focus group discussions were conducted among scholars, experts, representatives from the broadcasting industry, and general public to obtain information about the current operation of the broadcasting industry and specific suggestions for future development, so as to provide basis for broadcasters to examine and plan for future operation and content so that the development of the radio industry can be more in line with the current trends and to facilitate the healthy future development of the industry.
This study is conducted with a multi-method approach. Part one: CATI interviews with audiences; Part two: collecting data through focus group discussions and in-depth interviews and collating quantitative survey data and conclusions, and inviting listeners, experts/scholars and broadcasters to put forward relevant views and suggestions.
In the first part of the telephone survey, 7,121 people were contacted effectively, of which 2,406 broadcasting listeners were interviewed successfully, with a confidence level of 95% and a sampling error of ±2.00%. The effective audience is defined by the 24-hour recall method (continuously listening to the same radio program for more than five minutes within 24 hours). Successful online interviews were conducted with 817 effective radio audiences. In the second part, three symposiums have been completed, including the audience symposium, the radio program executive symposium and the symposium of experts and scholars. Nine radio operators have been interviewed, including one with high power, three with medium power, two with low power, two broadcast networks, and one new operator, a total of nine.
Audience profile analysis
According to the telephone survey, the general audience decreased from 63.8% in 2010 to 41.4% in 2019, the ordinary audience fell from 48.6% in 2010 to 24.1% in 2019, the effective audience dropped from 29.8% in 2010 to 20.6% in 2019, and the non audience increased from 36.2% in 2010 to 58.6% in 2019.By comparing the results of telephone interviews and Internet surveys over the years, it is found that the age group of 30-49 year olds is with the highest proportion of Internet listening, among which the office workers are the majority. Compared with 2016, the age of effective audiences in Internet surveys also shows a growing trend year by year, with a downward trend in the number of 20-29-year-old and 13-19-year-old audiences).
Analysis on radio listening behavior
Most of the surveyed listeners opt for "Car radio/stereo systems" and "general radio/stereo systems". The proportion of listeners who use mobile phones / computers to listen to the radio is higher than those through "mobile apps," "online radio stations" and "mobile built-in radio channels." Listeners listen mainly for "accompanying" and "acquiring new knowledge," so they prefer "music" and "news" programs.
Audience interaction
The participation rate of online respondents in physical activities of radio stations, call-ins and fan groups of radio stations, programs or hosts is significantly higher than that of those interviewed by telephone, and a "lottery or prize" is the main factor affecting the interaction with the Internet audience. Most listeners like the current radio program "Service Online" best. For new services, Internet listeners prefer "Listen Online" and "Listen Live."
Program product information and advertising length
About 10% of the audience have purchased products or services introduced in the radio programs. The majority of the audience prefer "health product" and the Internet audience also prefer "general food" and "leisure travel packages." Both the current government-mandated advertising time and the NCC's mandated broadcast time for sponsors are more acceptable to the telephone respondents than to the online respondents.
Radio operators' operation and related policies
Most operators have developed different strategies to meet the needs of the changing age groups of the audience. Among them, the broadcast network works in tandem with webcasts to develop new forms of audio-visual programs, while high-power and medium-power stations communicate with young audiences through social media. Limited by hardware equipment and headcounts, low-power stations still focus on audience activities and services.
