In this digital era, the new media has emerged hence urging the conventional media to evolve and transform. Among the simplicity and velocity that the internet offers, we wonder how about the recent condition of conventional electronic media such as radio? Moreover, how the audiences’ habit and preferences nowadays? Therefore, regarding to this matter, recently Jakpat has conducted a survey in order to see the habit and preference of Indonesian radio listeners. This survey involved 1823 respondents from across Indonesia. Those respondents are radio listeners, or people who admit that they still listen to the radio nowadays; in which we found out through the preliminary questions in this survey. For the further notes, Jakpat’s respondents in this survey are Indonesian smart-phone users, with a range of age from 16 to 45 year-old.
First of all, regarding to frequency of listening to the radio, apparently most of our respondents (37.14%) seldom listen to the radio, while some other (30.94%) rarely listen. Furthermore, only some of our respondents (31.38%) admit that they listen to the radio every day, with more than half of them (53.32%) admit to listen for 1 to 3 hours in a day. These findings indicate that though the degree of audiences’ access toward radio is average, there are still groups of people who loyally listen to it.
Next, regarding to the time they frequently listen to the radio, apparently the peak hour that most of our respondents listen to the radio is between 6 to 9 in the morning (32.14%). Meanwhile, the second peak hour is between 6 to 9 at night (29.02%). Furthermore, regarding to the place they usually listen to the radio, apparently most of our respondents (66.48%) admit that they usually listen to the radio in their bedroom or house. There are also some of our respondents (37.52%) who usually listen in their car.
Regarding to the habit, we found that most of our respondents (73.83%) usually listen to the radio while doing something else. They admit that they listen to the radio while surfing the internet (46.06%), accessing the social media (42.72%), working (38.34%), driving (30.16%), or even reading book (28.38%). Indeed, to be able to be accessed while doing something else is one of radio listeners’ benefits.
Regarding to the habit of changing the channel, we found that more than half of our respondents (58.09%) admit that they often change the channel when listening to the radio. On the other hand, more than half of our respondents (57.32%) admit that they keep staying on the channel when they hear radio ads. Furthermore, most of our respondents (71.09%) admit that they change the channel when they hear a song they don’t like on the radio.
Next, the next finding is about other radio’s benefits: requesting song and sending regards. Apparently, most of all of our respondents (79.76%) admit that they don’t often request a song on the radio. Besides, most of all of our respondents (79.98%) admit that they don’t often send regards to some friends through the radio.
Furthermore, when asked about what things that they like from the radio, the most favorite thing is when the radio plays their favorite song (64.62%). Meanwhile, the second most favorite is that they can do something else while listening to the radio (63.58%), and the third most favorite is when the announcers are funny and interesting (55.68%). When the radio plays their favorite song is chosen as the thing they like the most about radio by 33.57% of our respondents.
Lastly, regarding to the media preferences that audiences have toward radio, apparently our respondents still choose radio over magazine (65.33% VS 34.67%) and newspaper (64.45% VS 35.55%). On the other hand, radio is less preferable than television (24.14% VS 75.86%) and internet (6.14% VS 93.86%).
For more detail you can download XLS report at the button below (Bahasa Indonesia). JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.
You can also download PDF here: