Tracking in-car listening to broadcast radio and audio alternatives in Canada going back to 2010

1. Radio on the MoveTrend Update Fall 2015
Data collected from

2. Introduction
• Objectives:
– Monitor impact on radio listening of increased in-car availability of new in-
dash technologies
– Provide insight into in-car listening unavailable through PPM data
– Identify cross-platform opportunities for in-car audio
• Online survey, conducted October 30-November 16, 2015
• Sample:
– 2,028 Canadians, aged 18+
– Drivers or passengers in a private vehicle at least once per week (89% of adult
Canadians)
• Email invitations sent to members of the Angus Reid Forum
• Final data weighted to census data to reflect the distribution of the
Canadian population
• Key metrics of in-car audio consumption based on questions probing audio
consumed in the vehicle in the previous 24 hours
2

3. AM/FM still dominates in the car—its share of in-car
listening is consistent over the past five years.
3
66.2%
11.4%
9.4%
8.1%
2.5%
1.4%
0.9%
AM/FM radio
Personal music on iPod/mp3 player/
phone
SiriusXM satellite radio
CDs /cassettes
Audio podcasts downloaded
to play back later
Streaming audio (AM/FM or online
services)
Audio books
Share of in-car audio listening (past 24 hours)
Fall
2014
June
2013
June
2012
Dec
2011
June
2011
Dec
2010
% % % % % %
65.1 65.3 65.7 66.9 63.0 64.7
10.5 10.2 10.3 10.9 10.6 9.5
11.1 10.0 8.5 7.3 8.5 9.7
9.9 10.8 11.3 12.6 15.1 13.5
1.2 2.2 1.6 1.0 1.2 1.5
1.2 1.0 1.2 0.9 0.9 0.2
0.9 0.6 1.3 0.4 0.6 0.8
Fall 2015
Q.C1a. When was the last time, if ever, you did the following in a private vehicle?
Q.C2. Thinking of all the time you spent in the vehicle in the past 24 hours, how much time did you spend doing the following?
Base: Canadians, aged 18+, in private vehicle at least once per week (Fall 15: n=2,028)

4. 4
While in-car tuning to AM/FM has held steady,
share devoted to personal music has declined.
65% 63%
67%
66% 65% 65% 66%
23%
26% 24%
22% 21% 20% 20%
12% 11%
10%
13% 14% 14% 14%
Dec 10 Jun 11 Dec 11 Jun 12 Jun 13 Fall 14 Fall 15
AM/FM radio
Personal music (iPod/phone +
CDs/cassettes)
Other audio (Satellite radio
/streaming/podcasts/audio books)
Share of in-car audio listening (past 24 hours)
Q.C1a. When was the last time, if ever, you did the following in a private vehicle?
Q.C2. Thinking of all the time you spent in the vehicle in the past 24 hours, how much time did you spend doing the following?
Base: Canadians, aged 18+, in private vehicle at least once per week (Fall 15: n=2,028)

5. www.audience-insights.com
Jeff Vidler, President
Audience Insights Inc.
+1.647.658.8512
jeff.vidler@audience-insights.com