SMG Out of Home Radio Research

Main Contents

Listening behavior while outside home

1) 47% of people aged between 14 and 65 listen to radio at least 10 minutes everyday
2) People usually listen to the radio on the bus, in the office or in a taxi when outside the home
3) 32% of people will listen to a CD/MD/walkman outside the home
4) The proportion of people who listen radio on weekdays is higher than at the weekends
5) News, weather forecasts and popular music are the most popular radio programs when listening outside the home
6) The most popular frequencies are Oriental Radio Stations Popular Music Station and Shanghai Radio's News and Traffic Radio Station
7) 54% people in Shanghai listen to several fixed frequencies; 46.2% people in Shanghai listen to several fixed programs
8) The reasons for switching to other frequencies are dislike of the present frequencies content, ad interruptions and program conclusion

Listening and evaluation of the Traffic frequency

1) The proportion of listening to traffic frequency is much higher during weekdays than on weekends.
2) Traffic live broadcasts (timely traffic reports), A Ding (host) talking about traffic and traffic news are the most popular programs while listening to the traffic frequency outside home
3) The reason for not listening to the traffic frequency is the lack of a relationship with the programming and the person's daily life
4) 19.2% of those surveyed agree that there are too many ads on the traffic frequency
5) 47.6% people agree that timely traffic reports should continue to be broadcast
6) People agree that amount of news programs broadcast is suitable while the amount of traffic report broadcasts should be increased and special topic and service programs should be decreased
7) More than half people of those surveyed agree that program should differ from weekday to weekend.

Listening and evaluation of Shanghai's Popular Music Station

1) There are large differences between listening to radio at home and outside the home
2) The show "Music Breakfast" is the most popular music program while listening outside the home
3) The reason of one third of those surveyed for not listening to the popular music frequency is that they have no interest in popular music
4) Many of those surveyed feel that there are too many ads on the popular music station and that they should be reduced.
5) The relaxed style, liveliness and familiarity with the host and the variety of songs should be kept by the popular music frequency
6) Xiaofan, Qiulin, Hanlei and Xiaolu enjoy a high awareness and strong preference among the listening audience.