1. Research Background

To understand and analyze audience listening behavior toward radio stations and their attitudes toward using broadcast media, the National Communications Commission conducted surveys in 2010, 2013, 2016, and 2019. These surveys aimed to accumulate long-term trends in radio listening behavior, grasp the audience demographics, assist the radio industry in adapting to evolving trends, and contribute to the healthy development of the industry. This study continues the previous research on radio listening behavior, analyzing audience listening behavior towards radio stations, satisfaction with programs and advertisements, expectations, and suggestions. The goal is to provide insights for the National Communication Commission to understand changes in audience radio listening behavior in the context of the rise of new media and to compare such behavior with listeners of native podcast content. Additionally, the study explores the impact of recent radio news and commentary programs on the public. It serves as a reference for future revisions of relevant regulations to ensure they stay current. The results will also help radio broadcasters assess and plan the future direction of their content to better align with societal demands.

2. Research Methods and Process

The research employed two methods: quantitative surveys conducted through telephone interviews with listeners and qualitative focus group discussions. These methods allowed for integrating quantitative survey results and insights from listeners, experts, scholars, and industry professionals.

3. Key Findings

(I) Audience Profile[1]

1. The survey results indicate that the "Radio Audience Reach Rate" for 2022 is approximately 38.0%. When broken down by age groups, the reach rates for "40-49 years" and "50-59 years" are 26.6% and 21.1%, respectively, while the rates for "20-39 years" and "60-69 years" are 11.1% and 13.2%, and those below 20 and above 70 years are around 5.0%.
2. In this survey, the proportion of general radio listeners is 38.0%, a decrease of 3.4% compared to the 2019 survey's 41.4%. Since the 2010 survey, there has been a continuous downward trend. Compared to 2010, there is a total decrease of 25.8% (2010: 63.8%, 2022: 38.0%). Regular listeners showed a downward trend until 2019 but slightly increased by 5.6% in 2022 (2019: 24.1%, 2022: 29.7%). Effective listeners have been declining yearly since 2013, with a total decrease of 15.3% (2013: 34.4%, 2022: 19.1%). On the other hand, non-listeners have been increasing yearly since 2010, with a total increase of 25.8% (2010: 36.2%, 2022: 62.0%).
3. In this survey, listeners who listen to radio account for 33.2%, those who listen to podcasts account for 4.5%, and those who listen to both account for 4.8%. The most significant differentiation point between those who choose radio or podcasts is age, as radio listeners tend to be older, while podcast listeners are generally younger.

(II) Radio Listening Device Usage

1. The primary listening devices are "Car Radios/Stereos" and "General Radios/Stereos," but the usage of "General Radios/Stereos" has decreased by 16.2% (2019: 44.1%, 2022: 27.9%). Listeners prioritize "convenience" when selecting devices.
2. Among internet-based listening methods, listeners primarily use "Mobile App," "Real-time Listening on Official Radio Websites," and "Built-in Mobile Radio Channels." The highest proportion is through the "Official Radio App." Moreover, listeners are generally satisfied with their internet-based listening experiences, with over 60% satisfaction rates for various aspects.

(III) Radio Listening Behavior and Motivations

1. Compared to 2019, there is a slight decrease in the proportion of "Fixed Listeners" (listening daily) (2019: 29.4%, 2022: 28.1%) and a 12.9% increase in "Frequent Listeners" (listening 5-6 days a week) (2019: 28.1%, 2022: 41.0%). Regardless of weekdays or weekends, listeners' highest listening rates are during the morning, with an upward trend. Additionally, average listening times have increased, especially on holidays, which increased by 0.74 hours.
2. Reasons for listening to radio programs include "Boredom/Passing Time" and "Having Company." Listening usually occurs in "Personal Car/Work Vehicle" and "Driving/Commute/Travel."

(IV) Radio Station Preferences

1. The most frequently listened-to station is "I Like Radio," followed by "Police Broadcasting Service National Traffic Network." Listeners choose these stations primarily for "Enjoyable Music" and "Traffic Information." Among frequently listened-to types, "Music" and "News" have the highest proportions, with "Pop Music" and news types like "Social News," "Traffic Reports," and "Domestic Political News."
2. Regarding radio program content, most listeners (over 85%) say there is "no need for improvement." Only less than 15% provide suggestions for improvement.

(V) Trust in Radio Media

1. While listening to radio programs, 69.1% express trust in news commentaries and content broadcasts, and 58.8% believe the program's stance to be neutral. Furthermore, 66.7% of listeners believe program content does not influence their views on current events.
2. Listener feedback indicates a low proportion of programs introducing information related to mainland China, with 45.4% of listeners stating no such programs exist, while 41.8% mention having encountered some. Additionally, 64.5% believe program content does not affect their views on mainland China.

(VI) Radio-Listener Interaction Experience

1. 93.3% of listeners have not participated in radio activities. Among those who have, the highest participation is through "Call-ins," mainly for requesting songs. Furthermore, 91.4% have not joined any fan groups. Among those who did, "Check-ins/Likes" are the most common forms of interaction.
2. Only 18.2% have experience with online live broadcasts. Among those who have, the most common reasons for watching are "Seeing More Visuals," "Seeing Hosts or Guests," and "Interest in Program Content."

(VII) Experience with Purchasing Goods and Acceptance of Advertisements/Sponsorships

1. 94.1% of listeners have not purchased products/services introduced on the radio. Among those who have purchased, 78.2% are satisfied. Unsatisfactory experiences are primarily due to "Products/Services Not Meeting Expectations."
2. Regarding ad length regulations, 56.5% find them "Just Right," and only 29.1% consider them "Too Long." Acceptance rates for program-integrated advertisements have increased by 27.5% compared to 2019 (2019: 48.9%, 2022: 76.4%). Moreover, acceptance of named sponsorship message broadcast time length regulations has risen by 11.7% (2019: 77.2%, 2022: 88.9%).

(VIII) Podcast Usage

1. 87.9% of respondents have no experience listening to podcasts. The most common listening times among podcast listeners are in the "Evening" followed by the "Morning." The most common daily listening duration is "Within 1 hour," with an average listening time of about 1.26 hours.
2. The most frequently listened-to podcast genres are "Casual Conversations," "Educational/Storytelling," and "Business and Personal Finance." Reasons for listening include "Liking the Program Style" and "Convenience of Listening," both exceeding 30%.

(IX) Future Radio Listening Intentions

1. The main reasons for not listening include "Lack of Habit," "Habit of Watching TV or Using Phones," "No Time," and "Lack of Interest in Radio Programs." About 25.0% express an increased willingness to listen through computer/mobile or diversified service activities provided by radio stations.
2. Listeners who find diversified service activities attractive are most interested in "Raffles," "Concerts," "Online Raffles/Redemptions," "Requesting Songs on Official Websites," and "Call-ins."

4. Key Recommendations

(I) Immediate-Action Recommendations

1. The regulatory body is suggested to host discussions with radio operators and broadcasting associations to address issues related to advertisement time or production models. This would help solve operational challenges and increase radio's competitiveness in the cross-platform competition.
2. While safeguarding freedom of speech, the impact of Chinese content on programs remains inconclusive. The regulatory body should conduct routine investigations to assess potential effects and changes continuously. Additionally, it should consider strengthening media literacy in radio by implementing content review mechanisms to prevent the spread of misinformation.

(II) Medium- to Long-Term Recommendations

1. The regulatory body should review the proportions of different program types to assess the necessity for adjustments. This would provide flexibility for broadcasters in program production, reduce operational costs, and foster collaboration among radio operators.
2. Support from cultural content development institutions could be sought to develop radio apps or cloud-based radio networks jointly. This would enhance accessibility for listeners and facilitate program promotion, benefiting listeners and expanding market reach.
3. Cultural content development institutions are recommended to encourage broadcasters to develop content suitable for multi-platform distribution. They could assist in organizing radio events for interactions with listeners or the public, enhancing radio's appeal.
4. The regulatory body should review merger-related regulations to explore whether adjustments can be made under non-monopoly conditions. Encouraging resource integration through mergers and offering a diverse range of program types could attract more advertising and sponsor investments. Additionally, the approach of the US FCC towards struggling or exiting broadcasters could serve as a reference, providing guidance and support to improve operations or assisting in an orderly exit to avoid disruption to program production.